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Title: 


How  to  sell  real 
a  profit 

lsico> 

hicago 

Date: 

1910,  [1911] 


at 


COLUMBIA  UNIVERSITY  LIBRARIES 
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MASTER  NEGATIVE  # 


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iBS^f^^i^-^Waii^o  soli  real  isotate  at  a  profit >  prc«^ 


^  thoda  for  starting  and  oonduoting  a  real  estisite 
bu8ind88«««  as  used  suooessfully  by  thirty-two 
real  estate  oonoerns.    7th  rev.ed.  Chicago, 
file  System  oompany,  1910  •  ^ 
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HOW^TO  SELL 

REALESIATE 
AT  A  PROFIT 


MEnK»S  USED  AND 
raOVED  IN  32  (VnCES 


UBRARY 


rm  ALUMMi  wmm 

COMMITTEE 


CLIFFORD  GRAY,  '02S. 
1924 


HOW  TO  SELL  REAL 
ESTATE  AT  A  PROFIT 

PROVED  METHODS  FOR  START- 
ING  AND  CONDUCTING  A  REAL  ES- 
TATE BUSINESS—PUBLICITY  CAMPAIGNS 
THAT  BRING  RESULTS-TRIED  AND  TESTED 
PLANS  FOR   BUILDING  UP  A  CLIEN- 
TELE-SPECIFIC SYSTEMS  FOR  EX- 
ECUTING SALES  AND  RENTALS 


AS  USED  SUCCESSFULLY 
BY  THIRTY-TWO  REAL 
ESTATE  CONCERNS 


SMVSNTH  RMVISSD  MDITION 

i 


THE  SYSTEM  COMPANY 

CHICAGO     NBW  YORK 
A.  W.  SHAW  COMPANY.  LTD.,  LONDON 

1910 


Ctl'FFORO  GRAY  COiLECTfOW 


mmQmms 


Bom  TO  iacBMim  Ymm  Smm 
Bam  TO  DooKS  tm  Dm*!  Wmm 
Bm  TO  BaoocB  Paotobt  Com 
How  TO  Imckrass  the  Sales  or  tbxStobb 
How  TO  IxcKBAn  A  Baitk's  Dsposm 
How  TO  Sm.  Kbai.  Erats  at  a  Fmo»n 
'How  TO  Sni.  UoBi  Wmm  hnmuam 
How  TO  tel.  Worn  lam  Iinii««paB 
H«Mr  TO'  WuTO  'LBrms  taiir  War 


Other*  m  Pmpgataium 


CorTsimiT,  1S08,  Bv 
IfYfiTHM  GOBCPAWY 


XT     1?  XT  nr  C! 


WAMT  I 

HOW  TO  GET  AND  HAIsDLE  CLIENTS 


jffinw  a  Plan 

I.  How  TO  BuiU)  Up  a  Clientkub   7 

n.  How  TO  Limp  and  I\»iLow>Up  PBOsraonYX  Cas- 

TOMEES   18 


By  Boyal  D.  Smith,  of  Bobert  P.  BlianUin 

Company 

HL  How  TO  Present  a  Proposition  to  a  Client   If 

By  li.  M.  Willis,  of  Willis  &  Prankenstein 

PAST  n 

HOW  TO  ADVERTISE  REAL  ESTATE 

The  Ueee  of  PH^Uoity 

I?,  mom  m  Oommof  an  Amrnmsme  campaign   28 

L.  If.  Wilis,  of  Wills  A  Wtta^mBeMm 

¥•  How  lo  AmrnmsM  Subitbban  Psmmrt   •  ii 

TL  How  TO  Aj>vi»tisb  City  Pbopwft   41 

FAMT  III 
HOW  TO  SISLL  BEAL  ESTATE 

SeUinff — the  Vital  Factor 

TU.  How  TO  Sell  Paem  Propiett  91 

By  O.  Stanffer  of  Kssster  &  Stanller 
¥111.  How  TO  Bmm  AND  SiEA.  A  Cm  SoBWiiioif....  §7 
F.  F.  iraianisoii 
IZ.    How  TO  Sm*  BiMi  EiTAXI  BT  Maii»  .  61 

X  How  TO  SDii  Property  Thbouqh  iLLUsnAflifB 
Biwmi  ft 

«|^_     m   a  »^  M 

MSW  ^■jDKmSSuI  JEDBK 

#         • "  ■  ■  ~ 


CX)NTENTS 


BOW  TO  BMMT  BIAIi  ESTATE 

JLm&  aOWM  'Of  MwOWWogfO 

JBL  Wow  TO  Bmv'  MniAii!tiiii  Pbopiivy. SI 

%  Biif'  f!ftbofv  of  WUto  *  Tftboff 

.JQL  Bow  TO'  Buff  BuMatiBi^  FiKxraisnr* •••••••••••••  fl 

zm.  Bioiir  TO  HAima  ^Mmjosm  'BusmiMi  •  Wt 


FAST  V 

MOW  TO  KEEP  BBMj  ESTATE  SELLINO  BECX>BD8 

flm  Bmlm  Fmkm 

JIT*  HSow  TO  Lav  Ftmaest   §7 

%  Ftoroj  B.  PSeree 

XT.  Bow  TO  Bkcord  Titles  and  Abste^ots  102 

By  John  T.  Wagner 

XVI.  Bow  TO  Keep  Gosts  on  Buildings  107 

By  Benjamin  A.  F»iiUi%  of  Milkr  A  FmnUiB 
dbmpany 

Z¥II.  Bow  TO  Install  a  CoMPLsn  Bioohd  Ststu....  117 
X¥III.  How  TO  BMOom  Bmmjs  Estato  Tbamsahiioiii.  . . . .  •  ISt 


Parti 


HOW  TO  GET  AND  HANDLE 

CLIENTS 


A  craphk  analysis  of  the  sources  and  steps  in  the  process  of  building  up  a 
ditmlde.  a  prioie  requisite  to  the  permanoit  moeen  of 
fhafcal  estate  dealei' 


Have  a  Plan 


Nowhere  is  the  goal  of  him  who  follows 
the  loute  of  anywhere.  The  man  who 
aims  al  nothing  in  particular  hits  his 

mark.. 

But  the  man  who  lays  a  foundation  before 
he  starts  to  build,  the  man  who  sees 
dear  his  plan  before  he  takes  the  first 
step,  is  the  man  who  will  reach  the  goal 
in  the  g»me  of  business. 

It  is  the  minute  of  talk  after  the  hour  of 
thought,  the  ounce  of  effort  after  the  ton 
of  preparationt  that  carries  a  business 
project  to  success. 

Look  ahead.  See  your  way.  Have  a 
iilan. 


CHAPTER  I 


How  to  Build  up  a  Clientele 

The  real  estate  business  is  almost  a  profession.  The 
agent's  customers  are  his  clients  and  his  success  is 
built  upon  their  well-earned  faith  in  his  technical 
kuowMgei  bis  ability  and  his  honesty  in  method  and 
pmiKMie. 

In  principle  the  basis  of  the  business  is  much  the 
same  as  that  of  other  professions  and  the  considera- 
tions to  the  client  are  along  the  same  lines  of  expert 
service.  The  means  available  to  him,  however,  for 
building  up  his  elientele  not  only  embrace  his  reputa- 
tion for  expert  knowledge,  abilityf  eonseientioiis  effort 
iliilliest  methods,  to  which  the  trade  buildmg  efforts 
of  a  lawyer  and  a  doctor  are  substantially  limited. 
They  cover  also  the  field  of  personal  solicitation  and 
advertising  effort  in  all  of  its  phases  as  much  as  in 
any  other  business,  because  there  is  no  code  of  ethics 
in  lie  profession  of  the  real  estate  agent  that  restricts 
methods  of  securing  clients. 

The  seope  of  special  knowledge  required  in  all 
branches  of  the  business  is  large  and  it  is  acquired 
only  by  careful  study  and  practical  experience.  But 
upon  this  special  knowledge  the  ability  of  the  agent 
to  BStiBfaetorily  serve  his  client,  which  is  the  funda- 

f 


8     HOW  TO  GET  AND  HANDLE  OiIENTB 


mental  principle  of  the  busineis,  is  dependent  Tli© 
mmitfal  agent  most  be  a  eompetent  judge  of  prop- 
mtty  valnes,  ImiIIi  in  aelMng  and  in  renting;  lie  mnst  be 
able  to  iz  a  aeale  of  rents  tbat  wiU  seeore  tenants 
and  at  the  same  time  bring  the  largest  ineome  from 
the  property ;  he  shonld  be  able  to  closely  estimate  the 
probable  return  from  building  projects,  to  plan  thf 
development  of  a  sub-division,  judge  the  secuirity  of  a 
loan,  know  how  an  apartment  or  an  offiee  building 
should  be  nin  for  the  best  results,  know  how  to  borrow 
on  mortgages  to  the  best  advantage  and  how  to  finance 
the  eost  of  Improvements.  He  should,  in  addition, 
have  a  comprehensive  idea  of  the  cost  of  building;  the 
merits  of  different  construction  methods  and  materials 
and  the  expense  incident  upon  public  improvements. 
He  should  be  able  to  accurately  estimate  the  cost  of 
repairs  and  renewals  and  to  correctly  determine  the 
depreciation  of  building  values  through  age  and  usage. 

SpmM  KmwMge  %m  AM  Phases  of  His  Bmtimss 
ike  Agmfs  Besi  Asssi 

All  of  these  features  require  continuous  study  and 
constant  observation,  both  for  the  beginner  to  ground 
himself  In  the  principles  of  the  business  and  for  the 
more  experienced  agent  to  keep  his  knowledge  abreast 
of  the  changing  circumstances  in  values,  methods  and 
financial  conditions.  He  should  keep  posted  on  market 
values  by  studying  the  lists  of  transfers,  and  he  should 
note  the  projected  building  operations  from  the  lists 
•f  bulldiiQg  jpermlts.  Everything  published  Jin  the 
da%  papers  from  day  to  day  which  In  any  way  appei«- 
tains  to  real  estate  should  be  carefdily  read. 

Mote  should  be  taken  of  news  bearing  on  assessmeiiti 
and  taxation,  on  public  improvements  In  the  way  of 


BUHjDING  up  a  CLIENTELE 


9 


streets  and  alleys,  water  or  gas  service  and  drainage 
or  sewersy  matters  of  public  policy,  new  legislation 
and  new  parks  or  boulevards.  Especially  attention 
should  be  given  to  any  of  these  items  which  will  In 
any  way  tend  to  influence  selling  or  renting  values, 
either  directly  or  indirectly,  or  which  indicate  the 
development  of  any  particular  section,  such  as  new 
lines  of  transportation  or  improvements  in  service. 
Much  benefit  is  often  gained  by  keeping  clippings  of 
this  class  of  news  i^tematically  arranged  so  that  they 
may  be  at  any  time  readily  referred  to.  A  study  of 
the  comparative  values  of  property  sold  and  rented 
should  be  made  from  the  considerations  named  in 
the  deeds  and  leases  filed  for  record,  and  the  increase 
or  decrease,  compared  with  previous  transfers  or  leases 
of  the  same  property,  should  be  carefully  noted.  Also, 
these  transfers  should  be  watched  as  influencing  the 
consequent  relative  values  of  adjoining  property  or 
property  in  the  same  section  or  available  for  the  same 
purpose. 

Much  Valuable  Information  Gamed  by  WaicMng 

Newspapers 

This  expert  knowledge  will  of  itself  attract  dents 
and  is  absolutely  necessary  to  hold  them.  Fortified 
with  it  and  the  consequent  assurance  that  he  is 
equipped  to  satisfactorily  execute  commissions  in- 
trusted to  him  and  to  successfully  struggle  with  com- 
petition, the  agent  has  many  lines  of  effort  open  to 
him  by  which  to  extend  his  business. 

New  clients  can  be  secured  by  Increasing  his 
acquaintanceship  and  his  number  of  friends,  especially 
directing  his  efforts  in  this  way  among  people  who 
•wn  property  and  might  consequently  need  his  services 


10   HOW  TO  OBf  Mm  MMMBIM  CEiIBlffS 

in  lelMiig  or  raitinf  it  M neli  k  aeoomplidied  In  tbli 
iirection  by  menlmliip  in  dnH  eommercial  boards 
■ml  otnor  aftoeistiona. 

Jimimif  fTiQitf  0f  Gmmg  At  XmicA  IFMi  Mm 

CUents 

Wm  buiinin  em  bt  ineroaaed  bj  Ma  own  well 
iireeled  efforta  in  tbo  wajr  of  paiaonal  aoMeitation. 
Sneceia  In  this  direction  dependa  largely  npon  the 
way  in  which  he  goes  about  it.  Hia  selection  of  poa- 
aible  cHenta  ahonld  be  carefully  made  and  he  should 
pmiatently  follow  up  hia  work  on  eaeb  pro8peet» 
likinf  keen  advantage  of  every  opening  that  will  toid 
to  Influence  the  client  in  hia  favor  and  throw  the  bnai- 
naaa  hia  way.  Whenever  an  apartment  or  oilee  bnHd^ 
log  changes  handa  the  new  purchaser  should  at  ones 
be  aolicited  and  this  should  be  done  in  the  case  of  any 
■aw  building  put  np  either  for  aale  or  for  renting 
forpoaea. 

A  point  ahonld  be  eonatantly  made  of  endeavoring 
to  obtain  advance  Information  on  aa  many  such  trana- 
fers  and  projected  buildinga  aa  poaaible  with  a  view  to 
being  the  first  to  seek  the  agency  from  the  new  pur- 
chaser or  the  owner  of  the  property  to  be  improved. 
A  careful  examination  from  day  to  day  of  the  classi- 
ied  rent  and  f<^  aale  advertiaemtnta  In  the  daily 
papera  will  famish  lata  of  many  propertlea  which  the 
iiwnera  themaelvea  are  oflferfaig  l^r  rent  or  for  aale. 
fiese  afford  good  prospects  to  work  on  and  excellent 
opportunities  for  converting  some  of  them  into  clients 
by  demonstrating  to  them  how  the  expert  knowledge 
and  the  facilitiea  at  the  agent%  command  for  aelling 
and  renting  the  properly  in  a  aataaiaeloiy  manner 
make  It  to  the  owner*a  intereat 


buhjDing  up  a  GLSsmmM  it 


In  following  up  these  personal  ellorta  at  solicitation 
great  assistance  can  be  had  from  a  systemati^-ally  k^ 
record  indicating  just  what  has  been  done  from  time 
to  time  with  each  prospect.  It  is  an  immediate  re- 
minder of  all  of  the  previous  circumstances,  including 
the  line  of  argoment  used  at  the  laat  interview.  This 
prevents  many  of  the  disappointing  mistakea  which 
often  occur  when  it  is  attempted  to  carry  thia  in  mind 
without  any  such  aid. 

Prospective  tenants  will  often  inquire  of  an  agent 
for  apartments  or  houses  of  a  certain  class  or  location 
of  which  he  has  none  available  on  his  own  renting 
llata.  With  theae  definite  applicationa  at  hand  an 
agent  can  often  use  them  as  a  meana  of  securing  a  new 
client  in  the  owner  of  property  suitable  to  fill  theae 
inquiries. 

Bmi  Wmp  of  Rmching  Prosfec^e  CUmii 
Through  Advertising 

fhe  advertking  meana  open  to  the  real  estate  agent 
for  increasing  his  clientele  are  many  and  varied.  They 
include  signs,  circulars,  newspaper  advertiaementa, 
calendars,  etc.  The  sale  or  rent  sign  placed  on  par- 
ticular pieces  of  property  for  sale  or  rent  is  largely 
used  and  ia  an  excellent  means  of  publicity.  Such 
signs  can  be  made  of  atriking  appearance,  calling 
attention  not  only  to  the  especial  piece  of  property 
for  rent  or  for  aale,  but  also  to  the  agent'a  name  and 
his  business. 

Circulars  containing  classified  lists  of  renting  prop- 
erty or  property  for  sale  are  used  with  good  results. 
Theae  are  aait  out  at  proper  seasons  to  possible  tenanta 
or  Inveatora  and  afford  an  exc^lent  meana  of  bringing 
his  bnauoieaB  to  the  attention  of  possible  eUoita. 


12    MOW  TO  OST  AND  HANDIjE  GIiIENTS 


The  most  effective  advertising  medium  is  probably 
llie  elassified  eolumns  of  the  daily  papers.  In  metro- 
poHtan  eenters  the  Sunday  edition  is  by  all  means  the 
besti  Biaplay  ad^ertiaeineiits  are  used  to  good  advan- 
tage for  some  definite  purpose,  sueh  as  exploiting  a 
snb-diirision  or  renting  a  large  apartment  building. 
In  all  this  class  of  publicity  there  is  more  or  less  room 
for  the  use  of  good  copy  and  careful  selection  of  the 
publications,  and  the  connection  of  the  agent's  name 
with  the  list  of  property  advertised  by  him  attraets 
tie  attention  of  those  interested  m  real  estate  matters. 

la.  handling  and  renting  pwp&ctf  the  ability  of  agent 
to  satisfactorily  and  judiciously  dispose  of  the  many 
and  varied  complaints  received  from  tenants  goes  a 
long  way  in  holding  and  extending  custom.  Earnest 
eo-operation  with  the  owner  and  regard  for  his  wishes 
and  instruetions,  promptness  in  attention  to  aE  the 
details  of  his  business  and  immediate  remittances  of 
eoUeetiona  made  for  him  are  al  important  things  to 
be  remembered  by  the  agent,  for  all  are  instrumental 
in  making  secure  the  good  will  of  the  client  and 
attracting  the  patronage  of  others. 


Dig  Deep 

QUIT  scrajiing  over  the  surface  of 
jour  business  dmnces — quit  re- 
mftimng  content  with  the  pay-dirt  in 
the  outer  edses  of  your  coramerdial 
prospects.  Tnere  is  a  nugget  in  every 
opportunity— if  you  only  delve  deep 
enough  to  get  it 


CHAPTER  n 


How  to  List  and  Follow  Up  Prospec- 
tive Customers 

BY  ROYAL  D.  SiaTH 

Of  BalbeH  F.  Shanklm  Company 

A  real  estate  agent  has  two  kind  of  customers  to 
solicit— the  men  who  have  property  to  sell  or  to  lease 
and  those  who  wish  to  buy  or  to  rent  property.  This 
article  presents  two  systems,  one  lor  following  up 
each  class.  No  matter  whether  the  real  estate  agent 
is  soliciting  customers  in  one  locality  or  over  the  whole 
country,  he  needs  an  accurate  and  continuous  system 
for  following  up  his  prospects. 

Beal  estate  agents  secure  their  lists  of  prospeeta 
having  property  to  sell  from  all  possible  sourees.  In 
the  first  place,  there  are  the  names  of  persons  who 
have  written  inquiring  for  someone  to  handle  thdr 
property.  Others  the  dealer  obtains  by  keeping  track 
of  new  buildings  through  observation,  newspaper 
announcements  and  acquaintances;  by  keeping  tab  on 
the  transfer  of  old  buildings,  through  the  daily  lists  in 
papers  and  in  legal  records;  by  locating  buildings 
already  erected  whose  owners  are  dissatisfied  or  open 
for  propositions;  through  negotiating  a  sale,  trade  or 
loan  by  means  of  which  the  broker  is  in  a  position  to 

IS 


M  HOW  fO  HIT  AND  HANDIiB  CSUSMfS 


mmm  Hio  afin^  <if  tke  buildings  whom  sftie  lie  nogo- 
tktet;  hj  mmg  wmmt  hmlikm  ^  ^  Imium*  ^ 
rant,  wMeK  tliniiii^  afdverliseniaiiti  or  otlieff  wasmm, 
i«  finds  are  Taoant  or  open  for  renting.  By  a  anli- 
leription  to  a  clipping  bureau  which  will  give  the  real 
estate  dealer  all  clippings  on  this  subject  In  any 
locality  a  great  deal  of  this  work  can  be  done.  And, 
inallyi  direel  adfirtiaEiig  In  itreel  eai%  daily  papers 
and  other  advertialng  mediunia,  a«  deseribed  In  an- 
other artiele,  can  be  carried  on  for  aeenrlng  names 
of  prospects. 

For  following  up  these  prospects  and  listing  them 
the  best  method  Is  to  file  all  names  on  cards,  such  as 
shown  in  Form  I.  When  a  dealer  receives  an  inquiry 
or  In  some  other  way  gets  In  touch  with  a  prospect 
having  proper^  to  rent  or  dispose  o^  he  enters  the 
name  on  this  card  and  such  a  description  of  the  man 
and  of  the  property  as  may  be  necessary.  This  card 
is  then  filed  in  a  case  alphabetically.  If  the  list  is 
widely  scattered  it  is  well  to  arrange  the  cards  accord- 
iDff  to  State  and  town,  with  alphabetical  arrangement 
Id  each  loeaMty. 

Usmg  lit  Ptospgd  lift  fmr  a  FoUout%p—How 
U  If  Anmigid  omd  Mmdki 

Now,  to  make  this  list  a  chronological  follow-up 
also.  It  la  only  neeessaiy  to  print  across  the  top  of  the 
eard  thirty-one  nnmbera  to  represent  the  days  of  the 
month.  If  the  dealer  reeekes  an  inquiry  on  the  12th 
•f  the  month  he  may  wish  to  follow  H  up  ten  days 
later.  To  Insure  this  he  places  one  of  the  clips  oyer 
lab  ''22.'*  It  wOl  be  readily  seen  that  all  clips  placed 
over  "22"  will  be  in  the  same  rektiTe  position  on  the 
iivd,  and,  tkerafiDire,  In  a  dlreiel  line  from  front  to 


FOIiIiOWING  UP  FBOSFECra  Iff 


back  of  the  card  drawer.  On  the  22d  all  the  earda 
bearing  elips  of  that  date  are  removed  and  lettm 
written  to  these  names.  Tags  are  then  moved  for- 
ward to  the  next  follow-up  day  and  the  cards  are 
returned  to  the  file. 

This  simple  device  enables  the  dealer  to  leave  the 
eards  at  all  times  in  the  general  file  with  the  knowl- 
edge that  the  special  follow-ups  will  surely  be  brought 
to  his  attention  at  the  right  time. 

In  securing  business  prospects  can  be  followed  up 
most  accurately  and  economically  by  means  of  form 
letters.  Inquiries  and  prospects  naturally  divide  them- 
selves into  a  few  classes  and  the  same  letter  will  apply 
to  all  in  any  class.  The  agent  can  frame  up  a  series 
of  say  six  f oEow-up  letters  which  he  wishes  to  send 
fo  prospective  customers.  By  numbering  these  in 
series,  and  noting  the  order  in  which  they  go  out,  they 

^^^^^■'^^  '  '  12-13      14.16     17-18  22-23- g*.26  •2T.2B 


INTENTIONAL  SECOND  EXPOSURE 


M  HOW  TO  QBT  AMB  HANDIiB  OUSNTS 

wmm  the  agency  of  the  buildings  whose  sale  he  nego- 
tiates; by  listing  vacant  buildings,  flats  and  houses  lor 
lent,  which,  through  advertisements  or  other  means, 
ie  finds  are  vacant  or  open  for  renting.  By  a  sub- 
leription  to  a  clipping  bureau  which  will  give  the  real 
estate  dealer  all  elippings  on  this  subject  in  any 
locality  a  great  deal  of  this  work  can  be  done.  And, 
finally,  direct  advertising  in  street  car%  daily  papers 
and  other  advertising  mediums,  as  described  in  an- 
other article,  can  be  carried  on  for  securing  names 
of  prospects. 

Pbr  following  up  these  prospects  and  listing  them 
the  best  method  is  to  ile  all  names  on  cards,  such  as 
shown  in  Form  I.  When  a  dealer  receives  an  inquiry 
or  in  some  other  way  gets  in  touch  with  a  prospect 
having  property  to  rent  or  dispose  of,  he  enters  the 
name  on  this  card  and  such  a  description  of  the  man 
and  of  the  property  as  may  be  necessary.  This  card 
is  then  filed  in  a  case  alphabetically.  If  the  list  is 
widely  scattered  it  is  wel  to  arrange  the  cards  accord- 
in  g  to  state  and  town,  with  alphabetical  arrangement 
in  each  locality. 

Using  th§  Prospect  List  for  a  FoUow-up^How 

It  Is  Arranged  and  Handled 

Now,  to  make  this  list  a  chronological  follow-up 
aho,  it  is  only  necessary  to  print  across  the  top  of  the 
card  thirty-one  numbers  to  represent  the  days  of  the 
month.  If  the  dealer  receives  an  inquiry  on  the  12th 
•f  the  month  he  may  wish  to  follow  it  up  ten  days 
later.  To  insure  this  he  places  one  of  the  clips  over 
lab  ^^22."  It  wil  be  readily  seen  that  all  clips  placed 
met  "22"  win  be  in  the  same  rektive  position  on  Ike 
•ard,  and,  therefore,  in  a  direct  line  from  front  te 


FOLLOWma  IIP  PBOSPSCTS  IS 


back  of  the  card  drawer.  On  the  22d  all  the  cards 
bearing  clips  of  that  date  are  removed  and  letteni 
written  to  these  names.  Tags  are  then  moved  for- 
ward to  the  next  follow-up  day  and  the  cards  are 
returned  to  the  file. 

This  simple  device  enables  the  dealer  to  leave  the 
cards  at  all  times  in  the  general  file  with  the  knowl- 
edge that  the  special  follow-ups  will  surely  be  brought 
to  his  attention  at  the  right  time. 

In  securing  business  prospects  can  be  followed  up 
most  accurately  and  economically  by  means  of  form 
letters.  Inquiries  and  prospects  naturally  divide  them- 
selves into  a  few  classes  and  the  same  letter  will  apply 
to  all  in  any  class.  The  agent  can  frame  up  a  series 
of  say  six  follow-up  letters  which  he  wishes  to  send 
CO  prospective  customers.  By  numbering  these  in 
series,  and  noting  the  order  in  which  they  go  out,  they 


CVl^a     '    »'S         iTs         JTl       12  13       1*  t6     IT  18     19  2t      22-23  '94-26     27-28    '  '3t»>iK>-' 

H'         V  .  -  "   — — — :  ^—   ..-  i'.. ,!!,..,, ■<:,     ■  ■■  ■'■  ■ ' — 


MAME 


AOORESS 


•usmess 


SOURCE 


LOCATiaH 


PCSCRIPTION 


mi 


■"'■a.' 


7^ 


1MB  I: ,  Cud  ttMd  Iqr  ^  imI  Miate  dealer  for  listins  and  followte  m 
mtM^  m  vmutr  to  aeU,  Rat  <»  oduuife 


16   HOW  TO  GET  AND  HANDLE  (MBNTS 


1  »i  loi  It  it2ri3it4fi«ii«iiiTl 

m  ■ 

tlAMC  ,    - , 

^v:^^^^•.•i^ft•.■.»^^*.¥■=:^ 

'V'.'-'- '.-*,S;<-:v' V- ■  .-.-^ 

,                             "            ,        .      -w  ■ 

•  " 

.   ^  mat 

■'tETtil*».,»CNJ-.-::v. 

.  ?!;  -     '  . 

y  -'SZ- 

CALLS  WAOfC  ' 

Fqbbi  II:  Cwd  for  followmg  up  prospective  outomen  wiahing  to  obtain  property 

W  ■HilBa  XbDh  Ok  wJHiIIHBHw 

ean  be  mailed  out  amtomatieally.  A  clerk  can  handle 
the  entire  foMow-np,  fending  them  automatically  on 
proper  days  by  means  of  Mlow-np  clips  as  described. 

As  a  mle,  when  an  answer  to  any  letter  is  received 
the  agent  or  one  of  his  correspondents  will  send  a 
personal  reply  to  this  answer.  But  in  some  cases 
these  answers  can  be  foreseen  to  such  an  extent  that  a 
series  of  form  letters  for  almost  any  kind  of  answer 
ean  be  framed  np  and  a  clerk  can  send  ont  the  proper 
one.  In  this  manner  the  system  will  take  eare  of 
bringing  the  prospect  quite  far  along  the  road.  When 
the  proper  point  is  reached  the  agent  himself  or  one 
of  his  assistants  can  take  up  the  matter  by  personal 
eorrespondenee  or  solicitation. 

Onee  the  business  of  one  of  these  prospeets  has  been 
■eeired,  that  is,  as  soon  as  he  liai  given  the  agent  the 


FOLLOWING  UP  PROSPECTS 


17 


right  to  handle  his  property,  the  card  is  taken  from 
this  case  and  a  new  card  is  made  ont  to  be  placed  in 
the  list  of  property  for  sale  and  rent.  Here  a  oom* 
plete  description  is  given  in  every  detaE  Direetions 
for  making  np  such  a  property  list  are  given  in  the 
chapter  on  that  snbjeet 

Making  a  Usi  of  the  S^cmd  Ckm  af  CUmMs^ 
Prospective  Buyers  and  Renters  ' 

Now,  as  to  listing  and  following  up  the  second  elaai 
of  customers,  those  who  are  in  the  field  as  buyew  or 
renters.  Prospects  of  this  class  must  be  obtained  largely 
from  two  sources,  through  advertising  and  through 
personal  solicitation.  Personal  knbwledge  of  the  field 
of  buyers  is  a  large  factor  in  the  real  estate  business 
and  the  agent  on  Hsting  a  new  property  often  is  able 
to  turn  at  once  to  a  waiting  purchaser. 

The  great  majority  of  new  prospects,  however,  come 
to  the  agent  in  response  to  advertisements,  either  call- 
ing pewonaUy  or  making  inquiries  by  maU  asking 
for  further  particulars. 

Such  inquiries  received  by  real  estate  dealers  should 
be  just  as  carefully  and  systematicaUy  foUowed  up 
as  the  mquiries  of  any  other  business.  The  success 
of  any  business  dep^ds  upon  how  the  opportunities 
for  domg  business  are  observed.  When  an  opportunity 
presents  itself  for  selling  or  renting  a  piece  of  prop- 
erty the  dealer  should  follow  up  the  prospective  cus. 
tcmer  persistently  until  a  deal  has  either  been  made 
or  a  reason  is  evident  for  dropping  it. 

A  simple  and  effective  system  for  foUowing  up  pros, 
pective  busmess  in  a  systematic  manner  is  to  enter  on 
a  card  (Form  H)  the  name  and  address  of  the  party 
mqumng,  and  information  as  to  the  kind  of  property 


IliTEIinONAL  SECOND  EXPOSURE 


16   HOW  TO  GET  AND  HANDLE  GLIBNTS 


■■■■■■■■ 

NAME 

AOORCSS  *: 

t;':^  'r-. 

BUSINESS  . 

LOCATION  V 

V  ^  ■  - 

isriWATCO  IflCOMK-: 

 sSOIiei 

DStCAYldN  WANTKD 

NO, 

^  ^   —41 

■  LkTTCRS  RCCKIVCO 

1JtT#«*l»»CHT 

'cAlls  waoc 

 WiHAflll*  , 

Fonn  U:  Caid  for  Wlowmg  up  prospectiw  cuatonen  wUiit«  to  obUm  |»0|ieity 

for  •■M*  ml «  caeuat* 


can  be  mailed  out  automatically.  A  clerk  can  handle 
the  entire  follow-up,  sending  them  automatically  on 
proper  days  by  means  of  follow-up  clips  as  described. 

As  a  rule,  when  an  answer  to  any  letter  is  received 
the  agent  or  one  of  his  correspondents  will  send  a 
personal  reply  to  this  answer.  But  in  some  cases 
these  answers  can  be  foreseen  to  such  an  extent  that  a 
'Series  of  form  letters  for  almost  any  kind  of  answer 
can  he  framed  up  and  a  clerk  can  send  out  the  proper 
one.  In  this  manner  the  system  will  tike  care  of 
bringing  the  prospect  Quite  far  along  the  road.  When 
the  proper  point  is  reached  the  agent  himself  oit  one 
of  his  assistants  can  take  up  the  matter  by  personal 
eonpspondence  or  solicitation. 

Once  the  inainess  of  one  of  these  prospects  has  been 
Mcured,  that  i%  is  wmm  m  he  has  given  the  agent  the 


FOLLOWING  UP  PEOSPECTS 


17 


right  to  handle  his  property,  the  card  is  taken  from 
this  case  and  a  new  card  is  made  out  to  be  placed  in 
the  list  of  property  for  sale  and  rent.  Here  a  com- 
plete description  is  given  in  every  detail.  Direetiona 
for  making  up  such  a  property  list  are  given  in  the 
chapter  on  that  subjeel 

Making  a  List  of  the  Second  Class  of  CUents^ 
Prospective  Buyers  cmd  Renters  * 

Now,  as  to  listing  and  following  up  the  second  class 
of  customers,  those  who  are  in  the  field  as  buyers  or 
renters.  Prospects  of  this  class  must  be  obtained  largely 
from  two  sources,  through  advertising  and  through 
personal  solicitation.  Personal  knbwledge  of  the  field 
of  buyers  is  a  large  factor  in  the  real  estate  business 
and  the  agent  on  listing  a  new  property  often  is  able 
to  turn  at  once  to  a  waiting  purchaser. 

The  great  majority  of  new  prospects,  however,  come 
to  the  agent  in  response  to  advertisements,  either  call- 
ing personally  or  making  inquiries  by  mail  asking 
for  further  particulars. 

Such  inquiries  received  by  real  estate  dealers  should 
be  just  as  carefully  and  systematically  followed  up 
as  the  inquiries  of  any  other  business.  The  success 
of  any  business  depends  upon  how  the  opportunities 
for  doing  business  are  observed.  When  an  opportunity 
presents  itself  for  selling  or  renting  a  piece  of  prop- 
erty the  dealer  should  follow  up  the  prospective  cus< 
tcmer  persistently  until  a  deal  has  either  been  made 
or  a  reason  is  evident  for  dropping  it. 

A  simple  and  effective  system  for  following  up  pros- 
pective  business  in  a  systematic  manner  is  to  enter  on 
a  card  (Form  Jl)  the  name  and  address  of  the  party 
inqumng,  and  information  as  to  the  kind  of  property 


MHOW  TO  QET  AND  HAM)IiE  CLIENTS 


wanted,  the  locality  desired,  the  price  and  terms  and 
general  information  as  to  his  character  and  financial 
■tandinf ,  also  as  to  the  character  of  the  family. 

It  Teiy  often  happens  that  a  real  estate  dealer  wishes 
to  "hoom"  a  certain  section  of  the  town  and  desires  to 
secure  only  the  better  class  of  residents  for  that  section. 
9or  this  reason  it  is  quite  essential  that  the  dealer 
should  know  something  of  the  desirability  of  the 
family.  Unless  something  is  known  as  to  their  general 

dents  become  settled  in  the  locality,  thus  lowering  the 
Talne  of  the  property  for  desirable  families.  All  these 
features  it  is  quite  necessary  that  a  dealer  should  know, 
and  the  card  system  ofiEers  an  easy  means  of  recording 

The  card  can  also  be  made  to  show  the  dates  of  calls, 
what  circular  matter  or  letters  haire  been  sent,  their 
replies  and  a  synopsis  of  them.  By  keeping  close 
record  of  all  interviews  with  prospec^ire  customenr 
the  dealer  will,  by  referring  to  the  card,  have  full 
knowledge  of  all  conversations  and  letters  that  have 
passed  between  himself  and  the  customer,  and  will  be 
ill  a  pomtion  to  talk  more  intelligently. 


SUPPOSE  that  tomorrow  some  strong, 
bfaiiiy  man  were  to  take  your  place 
ami  continue  yoiur  work. 
.  CouM  he  do  anvthiog  that  you  aie 
not  doing  ?  Could  ne  better  your  work 
in  any  way  ? 

You  know  that  he  would  make  some 
improvements.  What  are  thqr  ? 


CHAPTER  m 

How  to  Present  a  Proposition  to^a 

Client 

BY  L.  M.  WILLIS 

The  methods  used  by  a  dealer  in  presenting  his  prop- 
oaltion  to  the  client  have  a  great  deal  to  do  with  making 
the  sale  of  real  estate  or  of  renting  property.  The 

conference  between  the  dealer  and  the  client  should   

be  opened  np  by  a  series  of  questions  from  the  former 
in  the  endeavor  to  ind  ont  jnst  what  the  client  wants.  -  / 

Having  ascertained  this  as  nearly  as  possible  with- 
out giving  a  snspicion  of  too  much  curiosity,  the  dealer 
should  then  see  whether  he  has  the  handling  of  any  / 
piece  of  property  that  meets  these  conditions.   In  no 
way  should  he  attempt  to  force  upon  his  client  a  pi^  \ 
of  property  unsnitable  to  his  reqnlrenients  simply  ba»  i 
esiise  he  happens  to  be  the  agent  for  it  Should  he  . 
have  nothing  answering  the  required  description,  he  ' 
iionld  go  to  the  desired  locality,  or  send  a  solicitor,  I 
for  the  purpose  of  canvassing  until  the  necessary  kind  I 
of  property  is  found. 

The  whole  battle  in  the  first  interview  is  to  convince 
the  customer  that  he  can  conserve  his  best  intcrwts 


It  HOW  TO  GET  AND  HANDLE  CLIENTS 


tivougli  his  expert  knowledge  of  the  conditions  and 
eiraunstancet  of  the  real  estate  business,  his  knowledge 
ef  Tallies  and  Ms  faeilities  for  properlj  Ming  the 
want  If  he  sneeeeds  In  this  the  daj  Is  won  and  the 
final  closing  of  the  sale  is  simply  a  matter  of  good 
generalship. 

The  dealer  must  study  his  client  and  ascertain  his 
wants.  Many  real  estate  men  lose  because  of  the  fact 
Hial  they  carry  their  entire  stock  on  display  in  their 
fkont  window  and  confuse  the  poisihle  purchaser  hf 
offering  too  many  different  things. 

The  first  thing  to  do  Is  to  find  out  what  the  eua- 
turner  wants,  and  then  see  to  it  that  he  gets  it.  It  is 
best  to  name  but  a  few  properties  which  seem  nearest 
to  filling  the  requirements.  These,  then,  should  be 
silted  down  until  the  dealer  knows  toward  which  one 
his  enstomer  Is  most  IsTOrahly  disposed.  The  elinoh- 
ing  of  the  deal  then  becomes  a  matter  of  ordinary 
salesmanship,  dependent  upon  personality,  energy  and 
familiarity  with  the  strong  selling  features  connected 
with  the  subject. 

The  dealer  frequently  finds  that  a  client  is  uncertain 
la  his  own  mind  as  to  what  he  does  really  want  In 
siieii  eaaes  he  should  study  the  needs  and  peculiarities 
of  the  client's  bushicss,  especially  if  the  property  is 
desired  for  business  purposes,  and  help  to  solve  the 
problem  for  him.  In  many  cases  of  this  kind,  where 
the  man  is  a  manufacturer  who  has  been  renting  a 
fioor  space,  the  dealer  can  convince  him  that  It  Is 
better  to  buy  where  land  is  cheaper  than  to  pay  higher 
rent  and  remam  M  the  congested  bnsineBS  district 
Or,  It  £requen%  oecura  that  the  agent  can  anange 
to  put  up  a  building  to  meet  the  requirements  of  the 
customer's  business. 


PBESENTING  A  PBOFOSITION  21 


In  dealing  with  clients  contemplating  the  purdbaae 
of  real  estate  for  investment  purposes  alone  the  dealer 
has  many  talking  points  with  which  to  Interest  him. 
His  own  special  knowledge  of  the  business,  including 
his  familiarity  with  the  values  of  surrounding  property 
and  the  rates  of  income  received  from  them,  is  not  only 
a  vait  help  to  him  in  presenting  his  proposition,  bnt 
can  be  made  of  equal  assistance  to  the  client  in  making 
his  selection. 

HmiMfig  CUmiM  Seeking  to  Buy  Prapmy  m 

m  Immfmmi 

Security  is  usually  the  first  consideration  to  the  real 
estate  Investor,  and  the  second  is  the  highest  possible 
return  In  ioeome  consistent  with  the  former.  In  pre- 
senting his  properly  the  dealer  should,  therefore,  never 
lose  sight  of  this  primary  feature  of  security  wh^ 
bringing  forward  his  other  selling  arguments. 

Another  strong  feature  is  the  reasonable  prospect  of 
increasing  value  which  may  be  argued  as  probable 
lor  any  one  of  several  reasons,  such  as  building  up  of 
the  nel^borhood,  improvements  In  the  class  of  build- 
ings constructed,  new  streets  and  other  public  improve* 
ments  contemplated  or  projected  transportation  lines. 

In  handling  investment  inquiries  the  dealer  is  often 
confronted  with  the  financing  feature  necessary  to 
close  a  sale.  A  client  may  be  interested  in  the  pur- 
chase of  property  offered  which  Is  in  excess  of  the 
investment  desired  by  him,  in  which  event  the  dealer 
should  be  prepared  to  arrange  for  payment  of  the 
excess  in  some  manner  so  as  to  not  impair  the  desir- 
abilily  of  the  investment  as  an  income  producer. 

In  case  of  the  rental  of  property  for  a  home  clients 
are  frequently  induced  to  buy  a  lot  and  borrow  the 


n  sow  TO  OIT  AND  HANDLB  CLIENTS 


money  to  build.  In  this  event  the  strong  points  to  be 
presented  are  ft  ift¥ing  in  rent—if  this  ean  be  shown— 
or  the  sfttitfMStion  and  the  ▼irions  other'  benefits  ftnd 
'idTsntftges  'that  'eome  from  owning  cne's  o'wn  hone. 
In  addition  there  is  the  particular  desirability  of  ^lis 
idea  as  a  means  of  saving  with  at  least  equal  security 
and  higher  proportionate  returns  than  other  meana 
afford. 

in  preaenting  reaidmee  property  for  the  eonaidera* 
linn  of  a  possible  tenant  the  important  talking  points 
are  the  reasonable  rate  of  rental,  the  desirability  of 
location,  the  arrangement  and  eonstmction  of  the 
premises  and  the  excellence  of  the  service  in  the  case 
of  a  flat  or  apartment  building.  Just  what  kind  of 
property  the  tenant  is  really  seeking  is  the  first  prob* 
hm  for  the  dealer  to  solve.  When  this  point  is  aaeer^ 
tained  aa  nearly  as  possible  the  dealer  ^ould  offer 
the  property  nearest  these  requirements  which  he  has 
on  his  own  list,  explaining  the  particularly  desirable 
features  of  each. 

In  most  cases  the  rate  of  rental  is  really  the  influ- 
encing feature.  It  is  useless  to  offer  an  applicant  a 
piece  of  property  which  commands  a  higher  rental 
^km  he  can  affbrd,  or  one  which  rents  at  a  much  lower 
figure  than  he  la  willing  to  pay. 


Stick  to  It 

INITIATIVE  isn't  intuition  or  second 
sight.    It's  perpetual  trying-ever- 
liiatii«  vigikiice-imceiisu^  work. 


Part  II 


HOW  TO  ADVERTISE  REAL 

ESTATE 


1 


45 


Mtline  of  the  Tarioiu  medinmii  which  have  been  ftraiid  miMt  prodnctif* 
of  ramlto  fir  ■dvwtiiiiir  real  estate,  with  the  pmpote  to  wliicli 
Mdi  medium  is  best  suited 


The  Uses  qf  Publicity 


He  who  desires  to  reach  the  pubUc's  purse, 
first  feels  the  pubUc  pulse. 

He  who  is  to  mafceabuaiiesst^  satisfying 
the  wants  of  men  first  learns  to  appeal  to 
their  desires. 

The  man  who  sells  land  bargains  in  the 
oldest  of  all  commodities.  Yet  by  apply- 
ing  to  it  the  principles  of  modem  publicity, 
he  reaches  out  even  beyond  the  restricted 
market  of  his  own  locality  and  sells  to  un- 
known  customers  a  thousand  miles  away. 

Ai:e  aitracis  man  iircu  oi  smt#&.e  anu 
noise  to  the  quiet  of  the  open  country. 
He  teaches  the  fanner  in  search  of  Je 
inTestment  the  value  of  city  real  estate. 

A  nus  iniougn  me  power  oi  aoTerasing  ne 
plays  the  middleman  in  any  exchange  of 
L^mnent  and  turns  it  to  his  own  profit. 


How  to  Conduct  an  Advertising 

Campaign 

Tlie  adyertisiiig  campaign  of  a  real  estate  dealer  con- 
sists primarily  Ib  inspiring  confidence  in  the  general 
renting  and  buying  public.  A  certain  amount  of  con- 
fidence is  gained  through  general  advertising,  but  this 
must  be  re-enforced  by  fair  dealings  with  clients  and 
tenants  at  all  times. 

It  is  a  fallacy  to  suppose  that  the  chief  aim  of  a 
dealer  is  to  elose  a  transaction  and  get  a  fee.  His 
business  consists  in  the  building  up  of  a  clientele  which 
will  put  full  faith  in  him  and  ultimately  place  all  their 
business  interests  in  his  hands.  In  this  struggle  to 
gain  the  good  will  of  the  public  the  first  step  in  busi- 
ness gaining  is  adTcrtising.  The  real  estate  dealer 
employs  sign  boards,  ordinary  rent  and  sale  eards  and 
the  daily  newspapers  for  general  advertisuig  purposes. 

The  ordinary  sign  board  is  4x5  feet  in  dimensions. 
The  object  of  the  printed  matter  on  the  sign  board  is 
twofold:  First,  to  keep  the  name  of  the  firm  before 
the  public  in  a  more  or  less  general  way;  and^  seeond* 

ts 


300  Men  and  Women  as  Walking, 
Talking  Advertisements 

We  want  them  and  are  paymg  liberally  for 
dhcs.    Wc*re  gietting  them  ia^v 

thut*  liw  teem  ot  'piicct  on  the  fint  joo 
of  our  entire  1,100  ton  tn  EXPOSITION 
HEIGHTS.  We  can  aford  to  sell  lots  at  the 
first  sale  for  $325  to  $800,  while  the  a#>tRing 
property  it  on  the  market  lor  f  t,ooo  to  91,500. 
Own  it  •  1%  mlMlitiiion.  The  adjoiniRg  prop- 
erty is  a  small  mm  omml  by  V.  £.  Palmer  in 
lilt  Pefl|ile*s  Savings  Bank  Building. 

RcflMMiber  there  arc  only  three  hundred  lots  at  present  prices— 
TImi  lilt  .praptftf  is  •  miitrti  iccnie  tract,  sloping  down  to  the 

That  the  compkiioa  ofthe  car  line  across  the  portage  will  cut  down 
mmm  ibaa  ont-tbini  the  tine  now  consumed  on  the  University  liner- 
Tilt  lit  Univcntty  to  dote  at  hand  guarantees  always  a  h%h 

g^BlrwIHBMi'ljll   w  ^rt''aBBTnWW  'BWwia^BJBwISi^^iWI  <WHiWllrTPS 

Tilt  mifett  you  boy  •  lot  of  us  yon  m  dealing  .«ili  lit  pioneer 
md  tmute  firm  of  Seatde,  with  ample  financial  standing— 

Tiat  every  purchaser  is  given  not  only  an  abstract  but  an  attor* 
ncy %  "^pinioii  certifying  the  title  wplffiBcf 

And  fbillyiiat  if  you  are  going  10  get  in  on  tit  irtt  tale  at  lint  tale 
pack  ioiMi  pricet,  you'll  have  to  go  and  make  yoor  sdcction  at  once. 

Take  the  University  car  to  the  end  ofthe  line  and  our  represent- 
atives will  meet  you  there.   Qo  today.   After  today  come  to  the  uHice 


toa  and  103  Now  York  Hock. 


A  Ml  pais  ntwipaijai  adwtlseimnt  fram  a  snucwfUl  canpalm  ewducirtl.  bf  a 
tHlla  eonacn  m  sdlinf  tola  la  a  new  mMmm  aection;  attnurUve  because  niF 
tnlydiiamt  In  anpaianm  1m  .hmbI  fdni  eauie  advcrtiMmema 


AN  ADVERTISING  CAMPAIGN  2? 


to  attract  just  enough  attention  so  that  the  reader  will 
make  a  personal  call  on  the  dealer. 

How  the  Sign  Board  Can  Be  Made  a  GiMfd 
Medium  in  Advertising 

With  this  dual  purpose  in  view  the  reading  matter 
on  the  sign  should  be  brief  and  should  feature  the 
name  of  the  firm.  If  too  much  is  said— for  instance,  if 
the  dimensions  of  the  lot  are  given— the  reader  may 
draw  Ms  own  eonelusions  and  say  that  the  lot  is  not 
of  just  the  dimensions  he  wants  and  he  will  drop  the 
matter  as  far  as  this  dealer  is  eoneemed,  whereas  if 
the  dimensions  were  not  given  the  man  would  make 
an  inquiry  and  the  dealer  would  have  an  opening.  If 
this  particular  property  does  not  meet  his  requirements 
it  would  be,  in  the  vemaeular  of  the  street,  **up  to" 
the  dealer  to  find  a  piece  of  property  in  the  prescribed 
section  that  would  meet  his  wants.  This  the  dealer 
would  have  a  chance  to  do  through  making  his  ais* 
qnaintanee. 

The  general  publicity  value  of  the  real  estate  sign 
board  is  often  underestimated.  Firms  which  keep  a 
close  watch  as  to  results  from  them  are  able  to  traee 
deals  to  them  years  after.  The  first  time  a  man  passea 
a  sign  he  may  not  even  see  it.  The  second  time  thfl 
name  of  the  firm  may  catch  his  eye.  After  that  he 
knows  in  general  what  it  is,  and  if  he  passes  it  day 
after  day  he  ceases  to  notice  it  in  particular,  but  when 
in  the  future  he  is  in  the  market,  either  to  rent,  pur- 
chase or  buy,  the  name  of  this  firm  is  the  first  to  occur 
to  his  mind.  Seeing  the  sign  day  after  day  has  liai 
an  uneonseioua  hut  subtle  impresnou.  He  arrives  at 
the  conclusion  that  this  firm  must  he  old  and  well 
established  and,  therefore,  reliable. 


18      ikDYSBmamB  eeal  estate 


BUFmnt  d«irkflt  are  hit  upon  by  vftrious  concernfl 
to  mmke  m  brief  sig:n  of  this  kind— sometliiiig  more 
tban  a  mere  statement  of  faeta  in  regard  to  piopeilijr. 
Tliia  device  maj  be  aimplj  ■ometliinf  to  eateb  tlie  eye 
IB  tbe  vay  of  an  arrangement  of  tbe  firm  name.  Tbla 
ftenliaritijr  of  arrangement  eomee  to  be  a  kind  of  trade 
mark,  and  ocenra  to  the  mind  of  a  man  when  he  needa 
the  serriees  of  a  real  estate  dealer.  For  this  reason 
the  dealer,  in  advertising,  should  adopt  some  uniform 
design  for  his  signs  and  adhere  strietly  to  it  Sign 
boarda  of  this  kind  ahoald  not  be  eonlnaed  with  the 
iirdinaiy  biUboarda. 

BiUboard  advertising  has  been  tried  by  the  real 
cstote  fratomity  and  has  been  almost  wholly  aban- 
doned at  present.  Street  ear  signs,  as  a  rule,  have  not 
proved  effective  in  bringing  results  to  the  real  estato 
dealer,  nor  have  blotter  and  calendar  advertisements. 
The  reaam  each  one  of  these  methods  has  fkied  la  thai 
ti^  have  ba^  pre-empted  bj  other  Imes  of 


HOMER  WARREN  &  Ca 


COLUMBIA  m. 

*f«l»e-itio»  *Hck.  HMflcni^       M  'tis 
nr  tl.«M.    Twtnm  cMy. 

BUY  A  HOME. 

(Ml  Majrtary  ave..  iiMr  Warren,  far  ft.- 
tft.  Ml  Mty  term*:  nrw  hooM:  oak  floora: 
B^td  f«r  icaa:  large  aitlc;  wmcnt  walka; 

WHAT'S  THE  USE 

Of'  iavMB  wstt  Bur  m  mm  'Imom  mi 
at..  WW  Ctafir' ■«•..  iM-  ttiM. 
w  aaK. 


0KUMMOND  AVE.  IX)TS, 


fMt.  Mar  8Mon«t:  r^r  Its  per 
 to  ma.  Xaka  - 


TOO  Helen,  Near  Berlin. 

New  srven-room  bouM.  with- full  bane 
m^nt:   km,  -  electricity,  lurnAce,  laurvJTfr 
tube.  frt|lt  cellar,  coal  bin;  oak  noor*  an^ 
flnlah:  baUi;  uric*  t3.IM.   Tcrma  to  euii 
Interest  only  S  ptr  cent.    Open  Bqnday 
afternoon. 

WOODLAND  AVE;,  |4,500. 


Blsllt-IMN|I  feffMtS  ■MtfMVi  Mik 

tmmit^t:.  •  tiiii«nr,  mm  «iMitp  at 


DON'T  FAY  RENT. 

Boy  a  bom9  oa  aaiy  terms.  Slx^ronri^ 
frame  on  Rich  Ht.,  near  Vlnewood,  tVr 
vfl.no.  SkMll  first  Myment;  bal«ac«  «un« 
ia  iMtt.  bcarfat  mtr  S  par  opt. 

CHAMBER  OF  OOifllBlCll 
^  Citf  6106 


bat  eztiemely  efiectivt  mmy  ci  advcitinng  dtr  lM<opMtf 


AN  ADVERTISING  GAMFAI0N  29 


McCARGAR  BUYS 

Our  Sales  Manager  the  First  Purchaser  in  Ex- 
position Heights 

BUm  THE    INSTANT    HE    SEES  IT 


Vcniict  df  an  Eipcic  in  Real  Eatm  Vilties 


Ust  week  we  telected  a  itafl*  of  laletmea  tai  a  outlaw  <«> 
BXPCMITION  HEIGHTS.  Wc  picked  the  bi^kctt  grade  mm 
ia  tkc  diy,  Men  fcaowa  fot  iftefr  iategritjr  and  aperiencc.  For 
tale*  manager  on  the  ground'  we  accured  Mr.  A-  T.  McCargar, 
one  of  the  best  known  bunacM  yea  id  Scsldc^  and  coniidentiel 
tepreaentstifc  of  L.  %  J.  Hmtt.  Cmwr  awasr  sT  Ac  Poit. 
Intelligencer,  minlftg  king  of  Korea  and  the  commerciJ  axoorat 
•f  the  Soudan;  Mr.  McCargar,  arhiJe  of  a  conteiTancc  cen^per- 
^ent,  it  an  expert  and  baa.hcci  a  Ciitel  ttnitM  af  mmm  im 
Seattle  for  ttxtccn  ^eara. 

Oa  latatdajr  Jm  sccMSpsaied  a  member  at  am  6mt  aad  a 
■faff  oC  twelve  taUaaea  to  EXPOSITION  HEIGHTS  fi»  a  fittt 
view'af  tke  pmpcrty.  He  had  not  been  on  the  ground  ten  oiinutea  beieit  be  Mid:  <4  wM 
take  thU  lot  for  my  ion;  if  he  doesn't  want  it,  I  do."  That  wai  more  gratifyii^  m  ■<  tban 
a  aale  of  alt  entire -block  to  almoit  an/one  cite.  If  wai  positive  cridcace  of  the  cbarac- 
csr  of  tbc  pro|Vft7  and  ipvcatmcat  potubiliticf. 

.Tbcra  an  i,»oo  lota  in  thb  pla^,  900  eaanot  be  bought  at  any  price.  Jaat  aac-fowfb 
friH  bt  aold  at  ptsieat  fricet— f  395  to  |7oo~-lbr  introduction  porpotca.  The^  pakac  go  «^ 
as  W  pm  cent  on  the  next  300  lott  and  so  on  until  the  last  300  will  be  imU  at  die 

•atire  ralae  •!  the  entire  i.joo  lou  at  present  prices.     No  money  contiderattoa  wM  t' 
thit.nUn.    Thit  property  it  our  home  tuke  and  the  firtt  purchasers  will  get  the  boacfit. 

EXPOSITION  HEIGHTS  conmaodt  one  of  the  grandeac  views  to  he  feed 
Seattle,  and  it  an  entire  tract,  dw  chirfcest  large  reiidence  diafrict  to  the  dtfw 
ia*  in  ki    The  view  ia  limpljr  entrancing.    The  completion  of  tlje  new  asr 
b<litt  scroM  the  portage  will  bring  it  in  as  dote  at  Madison  Park  now  is. 
liflli  ate  40  a  100  feet  widi  sticja. 

TMc  prfci;t  and  ^tiscn  to  all  ^rdMici^  slw  lawycr'a  ^iaMn. 
Talctf  tha  U«tv«niif  car  tn  |lw  end  of  the  line  and  o«r  fepiclcatsihin  wOl 

-    GaMdafk..  Hit  wla  h  m— iIm  'trilli  a  :lnili.  wd-fawr 


ia 
mm 


IMd*lla  Ctaittl  Mok  S'«M 


Aaote  admtiieiiieiU  from  a  suoceasful  campaign,  attnctive  faecaius  ompHsaiilf 

wm  ■"f'tianiBiii  mm  nraadnei^y  niaeid  in  a  mmmmamMmm 


m 


ABYSBTISmO  EBAIi  ESTATE 


lilM  blotters  and  calendars  are  employed  largely  by 
insurance  brokers;  street  car  signs  are  ordinarily  used 
to  advertise  small  articles  sold  at  retail.  The  public 
does  not  look  for  a  real  estate  adTcrtisemeiit  of  tills 
Mud  and,  therefore,  dealers  liaTe,  by  eommoii  consent, 
ftfreed  not  to  employ  tbem. 

Thg  Mmmmg  Nmmp^er  dSmrlbminis  Rmek 

the  Business  Mm 

The  second  great  division  of  advertising  for  the  real 
estate  broker  Is  in  the  daily  newspapers.  The  spaee 
here  is  either  taken  up  with  the  ordinary  "liner," 
mder  the  classified  advertising,  the  "spaced  liner" 
or  the  display  ad."  The  newspaper  liner  pulls  best 
in  the  morning  paper.  This  is  because  the  business 
man  reads  his  morning  paper  more  for  facts  and  fig- 
ures; he  reads  his  evening  paper  for  recreation.  In 
the  morning  a  man  is  fresh  and  goes  at  the  real  busi- 
ness or  reading  which  requires  thinking.  The  man 
of  the  family  is  usually  the  one  who  does  the  renting, 
selling  or  purchasing  of  property,  therefore,  he  is  the 
man  to  be  reached.  Hence  the  advertisement  in  the 
morning  paper. 

The  spaced  liner  Is  identical  with  the  ordinary  Mner 
eicept  that  more  space  is  used,  and  thus  the  reading 
matter  stands  out  on  the  page  and  more  readily  at- 
tracts the  eye  of  the  reader.  Spaced  liners  are  more 
effective  also  because  they  are  placed  near  the  head 
of  the  column  among  the  classified  advertising.  The 
fCNdtlon  of  the  liner  is  of  great  importance.  A  man  in 
taking  up  a  newspaper  an^  looking  for  a  house  or  fiat 
lor  rait  begins  at  the  top  of  the  column  and  reeds 
down.  If  he  finds  soTcral  pieces  of  property  from 
which  to  select,  before  reading  half  the  column,  he 


AN  ADVERTISma  CAMPAIGN  SI 


drops  the  paper,  thinking  these  are  enough  to  choose 
from. 

Display  advertising  brings  best  results  in  the  Sunday 
papers.  It  has  for  its  objectlye  point  the  general  influ- 
ence in  getting  the  firm  name  before  the  public  that 
the  sign  board  has.  The  Sunday  paper  is  taken  home 
and  read  more  carefully  by  the  business  man  than  the 


SACRIFICE    IN  VVOOD- 
WAKD  AVE.  FRONTAGE. 
120x150  feet,  on  east  side  of 
stfeet,  at  |25  per  foot;  own- 
er needs  money  and  mnst 
sell. 

HOMER  WARREN  &  CO., 
202.  Chamber  of  Commerce. 
M.  6406,  City  6406. 

WOODWARD  AVE. 
FRONTAGE  AT  I^  .PER 
FOOT. 

120x150  feet  on  east  side  Of 
street  for  |3,000.  Owner 
anxious  to  sell  and  will  sac- 
rifice.   Big  snap. 

HOMER  WARREN  &  CO.. 

202  Chamber  of  Commerce, 
M.  6406.        City  6406.^  . 

&K>B  SALB-Flne  lot.  tSxlM,  dn  Ormtlot. 

a«ar  Sllery  vt. ;  a  barcaln.   Addreas  JO 
.  iBPH-  BlterBR.  m»  Towna«nd  avc.  • 

TROWBRIDGE  AVE  —Lot  60x140.    on  th« 
'north  Bide,  just  east  of  John  R.,  cheap  for' 
cash.    Inquire  1006  Majestjc  bldg.  * 

40  TSXST  on  Melbourne,  near  John  R..  and 
$400  diamond  pin  to  ezchaoffs  (or  60  feet 

.  In  Orat  Mock  -bt  iinraatrlotad  street.  Cl4 
Hodcw  BUS.                                   •  ' 

NORTH  WOOPWARD-Barirain:  SOxia  ft.. 
north  side  Elmhurst  ave..  first  blocK.  Ad- 
dress Box  ft.  No.  45,  Free  Press.       .  • .  , 

KIBBY  AVE.  BAST. 
Five  fine  lots  between  flastv 
ings   and  Bhard  at  ^600 
each;   ekte  35xl8S.  Best 
lots  in  the  citjr  for  the^ 
money. 

HOMER  WARREN  &  CO.,* 
202  Chamiber  of  Contuiercc. 
M.  6406.   City  6406.  • 

EAST  FERRY  AVENUE.  . 
1600  EACH. 
Two  lots  on  nortb  side  of 
utreet  between  Hastings  and 
Rivard; '  tise  dizlttS.  '  .  A 
Snap. 

HOMER  WARREN  &  CO.,' 
202  Chamber  of  Commerce. 

Aa  esaiDila  of  boir  danified  newspaper  adirertiaeiiieiitt  may  be  made  to  stand  oat 

'inoie  pBooiiiieiiti'jr  by  the  we  of  laiief  tjjpt 


paper  of  the  week;  the  latter  he  glances  over  hastily, 
reading  the  headings  and  skimming  the  articles,  but 
In  the  Sunday  paper  he  is  more  liable  to  notiee  tU» 
large  ''ad"  and  think  about  moving,  especially  in  a 
ease  of  redd^ce  property.  On  this  account  it  is  tiie 
best  medimn. 


32         ABVEETISING  EEAL  ISTATl 


Manhattan  Beach 

(New  York) 

Hie  most  beautifiil  and  desirable  loca- 
tioii  oa  die  Nortb  Atkiitic  coMt  now 

Opened  to  Builders  of  Summer  Homes 


For  y«m  tin  bMiinif  loMBd 
and  finely  dtvaloped  propmtf, 
less  tbaa  aiatw  mnutu  hvm  tte 
^hrart  nifhmYmk,  hm  llMa.  i«- 
iwded  St  dw  hmt  hmdm  k 
Ammm  §or  UBiMlioffn,  hutum.  Its 
•plmidid  totals,  twt^  wad  m  ImM 
■■ist  of  uiisiiriMssed  water  fnal^ 
'fmbsdriataiMl  nmgaifioent  board 
iwiltjiro  INwrfal-iMnoiis..  Every^ 

for.  the  MaUiilliad  of  aa  cudn- 
sive  niidmiial  aohmy  and  llie 

iiMRi  biiiMaiii  plols  aa  a  culiiiiaii» 
lita  «f  alsbamsk  ^^,^1 


Maaiattaa  Beaah  is  jost  lar 
enough  from  New  Yoric  to  be 
entirely  removed  from  the  ciiy 
aanrirasnBettt  and  yet  witUn  eaqr 
raach.  It  iaa  hacvfeeo  die  Al^ 
lutio  Ooeaa  and  picturesque 
^MMpiheadlh^  as* 

ilB  broad  botdavaida  and  streets 
■ra  UMoadainixed  and  lined  widi 
iranoliiyo  walks.  It  has  a  oom- 
lilete  seweralt  cirtiaaii,  waiar  and 
gas,  eleeirie  Ggbl,  lelephooe  and 


.9Mi  fw  Mr  kmkt  wkMi  to  fcwUMly  illwtr»to4  mi  ghmi  mmmpIm*  is- 
■MHliM.     It  ntMm  tbm  nraAlt  hvt  Mntibk  rwtrictioM  •rhich  make 
•  iMiihiilf  iitfi  alMa  pn^mttr—iu  netmom,  but  pmimisf  to 


HANHATTAN  BEAGH  iSTATBS 


^  •yi*><^  'W..«='*»..*«>^«-»#i        to  mA  m  mtim  ctojl  hnftrs;  attnal- 


AN  ADVEBTISING  CAMFAiaN  33 


M  newspaper  adyertasements,  as  on  sign  boards^  it 
is  best  not  to  state  too  many  facts.  An  opening  skonld 
be  left  for  tbe  reader  to  come  to  tbe  dealer  and  make 
inqniries  about  property,  for  the  inquiry  is  the  first 
step  to  real  business.  It  is  a  usual  custom  to  have  all 
inquiries  eutered  in  what  is  knovm  as  a  customer's 
register.  They  have  been  inspired  by  any  one  of  the 
advertising  methods  outlined  or  through  the  work  of 
solicitors.  In  every  case  all  possible  Information  in 
regard  to  the  wants  of  the  customer  is  entered  upon 
this  register.  His  full  name,  business  and  home  ad- 
dress, date  of  inquiry,  as  well  is  the  name  of  the 
solicitor  registering  his  wants,  what  class  of  property, 
and  any  other  data  which  may  be  of  use  to  the  solieitor 
in  closing  the  deal.  This  data  is  kept  for  future  ref- 
erences,  arranged  and  indexed  alphabetically.  The 
inquiry  may  be  insignificant  and  may  not  lead  to  imme- 
diate returns,  but  the  information  gained  often  results 
in  the  consummation  of  a  deal  years  afterward. 


The  Power  Behind 

OELLING  is  the  motive  power  of  the 
^  vast  and  intricate  business  machine. 
Upon  its  weakness  or  its  strength  de- 

Snds  the  amount  of  business  it  creates, 
e  amount  it  sustains. 
Every  pound  of  power  that  is  added 
means  more  sales,  more  profits,  more  ; 
dollars.  Fill  vour  place.  Expand.  Push. 
Be  one  hundred  per  cent  energy. 


CHAFTEB  V 

How  to  Advertise  Suburban'Property 

In  the  exploiting  of  suburban  property,  more  than 
in  any  otlier  branch  of  the  business,  real  estate  adver- 
Iking  has  shown  a  degree  of  enterprise  and  originality 
m  a  par  with  that  which  eharaeterizes  the  publicity 
methods  of  some  other  lines  of  trade.  In  general,  real 
estate  advertising  has  been  slow  of  development,  and 
while  it  has  become  one  of  the  greatest  space  consum- 
ers, in  style  it  has  remained  monotonously  common- 
place. 

Suburbm  Property  Easy  In  Sell  Because  It  Satisfies 

a  Generd  Demand 

Suburban  publicity  is  the  one  notable  exception. 
The  reason  Is  not  difficult  to  discover,  for  good  sub- 
urban property  is  nniinestionably  one  of  the  most 
attractive  of  real  estate  offerings,  often  subject  to  large 
and  rapid  increase  in  value.  No  other  kind  of  real 
estate  holdings  offer  so  great  an  opportunity  for  attrac- 
tive presentation  to  the  public,  and  as  a  result  no  other 
Mud  of  property  has  been  so  ^[tmsively  and  proittlily 
ioM  Hifongi  cimrly  condnetii  advortisliii  iiiDp 


ADVERTISING  SUBURBAN  PROPERTY  36 


The  primary  and  chief  advantage  of  suburban  prop- 
erty as  a  sellinir  nroposition  is  that  it  satisfies  a  double 
and  very  general  demand.  The  average  man  wants 
two  things,— a  safe  and  profitable  place  of  in/estmenl 
for  his  savings,  and  a  pleasant  and  conveniently  located 
home.  The  suburban  lot  fulfills  both  these  desires. 

In  offering  any  new  suburban  property  to  the  pub- 
lic, these  two  points— the  desirability  of  the  land  as 
an  investment  proposition  and  as  a  residence  location-^ 
wiU  carry  the  principal  emphads,  and  upon  the  advant- 
ages of  his  property  in  these  two  respects  the  agent 
will  base  his  advertising  campaigns  and  his  selling  talk. 

The  first  of  these  two  selling  points  can  be  best  pre- 
sented by  giving  in  clear  and  forceful  form  facts  and 
figures  idiowing  how  nearby  or  similar  property  has 
enormously  increased  in  value.  Any  large  city,  ICHig 
established,  has  its  own  such  instances  in  plenty.  New 
York's  story  of  suburban  values  reads  like  a  fairy  tale. 

For  instance,  a  New  York  man  bought  not  long  ago 
for  $70,000  a  lot  which  his  grandfather  sold  in  1853 
for  $156.  Another  lot,  opposite  Central  Park,  was  sold 
in  1850  for  $500.  In  1901  it  brought  a  f riee  whidi 
showed  an  increase  in  value  of  $500  every  sixty  days 
during  the  fifty-one  years. 

Such  concrete  cases  as  these  are  sufficient  of  them- 
selves to  set  a  prospective  investor  seriously  thinking. 
Used  to  back  up  arguments  and  prophecies  for  new 
land  they  drive  the  clinching  nail  in  many  a  man's 
decision. 

Into  the  second  selling  point,  the  desirability  of  the 
property  as  a  residence  location,  enter  a  number  of 
elements.  Many  buyers,  of  course,  purchase  their  land 
purely  aa  an  investment,  hut  the  man  who  buys  for  a 


36  ADVERTISING  REAL  ESTATE 


WE  WOULD  GIVE. 


$50M0  IN  CASH 


•f  A«  UalMd  States  eooM  In  mom  mf  be  ttade  to  mflw  that  tibe  greatat  offer 
in  real  esttte,  or  probably  ever  will  be  made,  is  embodied  in  our  pnpouk. 


Ova  to  acfl  « tetla  Mew  York  City  with  all  city  improvements  for  $48a-becatise  if  the  aitnatiM 
actaaijr  Bwlentood.  bjr  every  person  in  the  country  there  woold  not  be  one         toot  Of 


popeilf  left  tiraBt|>^lMiin  after  tbiaknoi^^  their  attentiaB. 

We  an  edQaflota  for  leiattiaBfMt,  wiikdl  am  iatriMicaay  worth  $20,000.  i^ 
iato  caasideratiOB  the  three  elements  which  have  gone  to  make  up  values  in  New  York  C 
of  fashioaable  districts— distance  from  the  center,  transporution  facilities,  rate  of  faic 

The  difference  is,  the  $20,000  lot  had  transportation  to  it  several  years  igff,  and  aov  iaaW 
rouaded  with  houses  costiag  aa  average  of  from  $10,000  to  $40,000  jnltco.  lAie  ow  laad, 
wiiicliliaa«riyiMwiuttieeiiKdfldi  iiiqii«««BCiit  in  traosportatioa.  most  vaUnBtO  the  people 
realise  tet  these  have  been  secured,  and  wUil  the  solidly  buUt  portions  (now  so  comparatively  close 
to  OS)  liave  reached  and  enveloped  ua,  asd  actoaUy  brought  tiie  Talacs  where  tiiey  rightf  uUy  belong. 

ntaMrmnoas:  Lot  on  corner  i^h  Stn«  aaa -nird  Aveooe,  New  Vntk  Cky.  worth  in  iMi.  »..soo,  wld 
iailiriiiK  of  1901  for  $70,000  to  Henry  Lewto  Morrto.   His  ^randfatlMr  aoM  h  for  Stjs  in  i85> 

tot  on  8^h  Street,  opposite  Central  Park,  sold  in  iSso  for  W  in  .901  Xmagtu  a  price  that  showed  U 
iocrease  of  Isuo  every  60  flays  from  iSso  to  1901.   (Authority— fteal  Eiute  Editor  New  York  S«oJ 


«ai     mmmaim*  m  «M%a  New  Vwfc  it  • 
•*M^'afMl  lilM,  m'wmif  wiH  Ablet  It  wtrth  ttwih  ttikt  M  )■  afrtr  Ma 

«c  can  ;*«>««  It  IT  iw  ctiK  to  New  York.  We  «!■  by  ts  rniM  b  ifyw  will  Knd  us  jroor  namr  tni  Mdirrm. 
b  knot  wonh  yew  wbik^  We  aifc  nodiioc  oTya*  CMtrtabtHr  tra  ptMal.  If  we  wen  hi«  yoii  »«>  k  gMd  car- 
mm  we  would  far  rather  ay,  mtt  lU  your  name  Md  we  «I1  tead  yw  ddbUi  Ml  Mew  Ywit  1**-  jrt  ftnirif  b  t|liiriill| 
1-1— Tl  1 ,  k^-^j  .11  1  —  ,^  ^  ^       ^  lill  w  I1  I  unit  Ml  if 

wtM  b  It  have  ya«  know  that  «i  are  honeft,  aal  Ite  My  MM*  «•  IBlki  ii  iattllMtlAli  Mik 
•  litiiM^  eotain  dkit  wcrcaa  4n  Wnoi  ca(eihcf. 

«tcadlaf400itclfar$10A>waaad|»  per  oMMk    Tbb  cwibt  •  M  Immm, a  gMMni  kKM 

lidk'*  "ig""*  *  **  ****        ^  **  *  Iktdbitaai^^d.  hifMtwMaii^  |Mr  mm 

WOOD,  HjfRMON^  CO..^^X^Zlfv^ 


well  sulmlmimifAmii'etia  of  futuit  values  of  stabnrlMa  ptopatj  wen  pit. 


ADVERTISING  SUBURBAN  PROPERTY  37 


Jdome  must  first  be  educated  to  the  advantages  of  tlie 
property  for  residence  purposes. 

He  must  be  cunviaeed  tbat  bis  certain  lot  will  ba^e 
desirable  surroundings,  and  tbat  it  is  eonTeniently 
within  reach  of  the  busiaess  district.  One  of  the  most 
effective  ways  of  presenting  the  latter  point  in  adver- 
tisements is  by  means  of  a  small  map  bearing  concen- 
tric one  mile  circles  extending  outward  from  a  central 
down-town  point.  Often  this  will  show  the  new  prop- 
erty to  be  no  further  distant  from  the  heart  of  the  city 
than  many  familiar  places  considered  as  easily  access- 
ible. 

Probably  no  concern  in  America  has  achieved  so 
great  success  in  the  marketing  of  suburban  proper^ 
as  Wood  Harmon  &  Co.  of  New  York.  For  yean  it 
has  made  a  specialty  of  laying  out  and  exploiting  for 
residence  purposes  undeveloped  sections  of  land  in  the 
borough  of  Brooklyn,  conducting  its  work  on  so  exten- 
sive a  scale  that  it  has  almost  dictated  the  directions 
in  which  that  city  should  grow.  At  one  time  the  firm 
is  said  to  haTe  owned  20,000  building  lots,  valued  at 


Gft  a  boa*  wbrnTrni 
nrden.  ftult  and  pooltry. 

lata  bave  one  to  Are  acraa  at  MM  ta  SSOO  M>r 
aw.  ^Located  Jnat  w«at  ofWayweai  m^Iu- 

AW  Bi>a>n«|  opportvnjty  to  apt  a    Hn*    niece  of 


■  ■Till  i — I  -"■^'"""J  iw  mn  m  nn»  niece  or 
VSSi  *mt£l  **7*i!l!f^  '«a  Take  thn 


mwTisviijiiniiEiiTgs 

Palos  Park 


We  twn  (he  moet  picturesque  a.nd  attractive  100 
acrra  anrwhere  in  the  aoburba  of  Chicago  Hlrt 
hlUa  and  ravine*,  all  densely  covered  with  iKrs* 
oak  treee.  Cold  rannlng  .sprlncii  of  purest  wa4er. 
Fine  train  aar\ic«  with  12  oent  fare.  Two  blocka 
from  two  atatkina.  Twenty  milea  out.  Beaotlful 
country  honiaa.and  reflaad  naighbora  all  antund. 
Thara  la  not  an  aera  that  la  not  admirably  adapted. 
Naturally  ywi  taMjr  bar*  a  ebdea.  Caovi  In  and 
ezanlaa  plat  aa«  i«t  fNe  traaaportatlon.  Hava 
vapmantatlva  ahow  you  the  proparty.  Mca 
iMvMrncra  and  upwarda. 

TERMS  TO  JSUIT, 

FREII'K  Ella  iSAnun  ft  Ma, 
100  Washlngloiiwst. 

Ti  


but  attractive  newspaper  advertisements  of  suburban  _ 
to  the  lover  of  quiet  and  pteaiaat  lunoiuidiBSi 


#19  JLLf  ¥  mm  I  lOliii It  WUaJkM  JSiv Ilk. km 


"The  A,B,C 

oFnvESTiBrr 


ciptea  or 


r|l.( 


'Boy  wUcrcifee  propcrtr  mast  increase  M 
Tahie,"  Bad  **  ta7  wftere  It  Is  for  tbe  tailer- 
cat  tf  the  seller  to  kare  ttat  property  crow.'* 


TT  wii  II 11  HiHtli^lfcCVSR  iiiil»ii<«i!wy'llwHM»«<»y«>«l»eTTiiilrj«Fiit»«IBiilil<  Pufc       B»  W>  IWH, 
1  ka*e  rue*  (<M  a  lm.<rUar«iliMlilM,.l«  S«TS,  udj^  a  «•»  iMAiVplHVVliHlb  • 


I  en  late  nm  Mawfk  yoa  widelr  adrcttiwd  wiunilha  aM  Jan 

_  aa  aiilM  ar  «b  f«Mk  *llkli  te««  ao*  halt  a  dotes  houaca  tandiac  BM« 

^      '^^     "   I  *a  prtacipal  aiitjaacai  '  "  ' 


yBblic,  SIMM  oT 


i«  tbaw  aaA  ■aadff»l  deralopwaat  it JlaiaiMll  aa^aw. 

'       lor  ta)  iBvcMori.  |  WUaaddaiclf^i^I 


.jut' at  I  aa  doaai  at'Wewpiiaaur  Hci^ti  fSffc.  T>al|M 
bad  ite  var.dtc  nt  follow.  Oaa  of  av  "atartan"  at  ~ 


aaMldaWl 
BaateaPaifc 


^           wfck  aa  aaantlaa  al  afti^aaa 

attfia^'fifift  M  Uw  iteep.  KlhayaMeto 
vaT.atc  nt  loiiow.  «^  of  av  -aanan-  n  ooraaa  Park  «aa  a^idSiOOO  dah  boaaa-wilh  racaptta^ 
biUiajd  aad  hafl  mMin,  aod  a  fin*  bufftt  tad  bawUac  alW^.  After  I  pa*  a»  av  <ni  opantion  of  (flT>£Te  boaaaa 

'        '  '   I  IowmI  It  iwcajanr  to  pal  ap  aaocber  haU  houlred  boaica,  bak 

lia  to  build  at  Borauck  Park,  aad  I  kiTC  alloarcd  that  propertT,^M 

 .   I  «o  aaack'ifl  tha  way  «f  4tpndBria|L.ai 

CO  to  itw  tzpcna*  oi  a  laceail  u|i»nlia« 


01  Boro««h  Park  (Ikia  waa  fin  and  one  half  rtan  avoj 
lllaa  *at  ite  hiumJiiir  baiUfr  aaw  ti  wooU  vikki 
laiakia  itaatf— wkU  a  haa  doaaj  Thiaca  hav«  crown 
I  da^aet  thtak  h  will  ba  aacaaaary  «•  co  to  itw  tzpcna*  _ 
» bald  ^.WI.OM  dab  boaaa  ib«fO-bat  I  will  nndrrukt  hgk  tfMae  tbim 
'  iB«kewara(becaiai<^aU)rivincUttUcilTUta3et«aKh  ParL 
mi  thai  Ike  beat  adTcrttaantcBl  I  caa  kave  bi 
ngk  Baraack  Park  aad  Bemornfaaru— aad  i 


Ut^-teoack  Park 
ir  tfi*  aale  oi  Weitmieatcr  1 

  _  whea  l«p*a  my  next  (ubdia 

taateuKU  lo  take  a  trip  thioach  Wealiniaater  Ueichu  Park. 

■  boy  tliese  &«ater  Ifew  Tork  balldlnf  tots,  oow,  for  ttvm  $4«s 
«Mftlif|iaucaclu«  the  iastalaieat  plaB,at  $10  down  each  sod  M  or  $• 
■■H»  iiig  mm  MKitmmimm  im*  j  •nn  1  sii  ■  lit  iftmi  ilni  othii 


CkpttA  SSMMHMMMi       Cewihiwad  Surphm  S7SIMHMMia 


■uiMi  m.  Hirnus.  PmL.  BarMifc  Mk    Mi  JHRauermuoii, 

TI10  Westnunster  Ifaights  COm  sstfitf 


WT'V  YORK  OFFICFS:    277  Bros.dva-a.v.  New  Vorl^  r> 


ADVEBTISING  SUBURBAN  PEOPEBTY  39 


front  1300  to  (6,000  tmk  md  to  liavo  been  the  second 
largest  taxpayer  in  BrooMyn*  Yet  withal  that  ^e 
concern  has  showed  exceptional  jndgment  in  the  ehoiee 
and  development  of  its  land,  practically  its  entire  me- 
eess  may  be  credited  to  its  effective  advertising  cam- 
paigns. So  notably  exeeUent  have  been  most  of  the 
advertisements  of  this  firm  that  they  may  well  be 
studied  by  any  promoter  of  similar  property. 

Direct  Adwrtidng  (My  Successful  MHkad  4 
BsphiHng  Subwrbm  Prapcriy 

Beferring  to  the  methods  by  which  the  company  has 
acquired  its  best  results  a  representative  of  the  firm  of 
Wood,  Harmon  &  €o.  says  in  "Printers  Ink":  "We  are 
believers  in  direct  advertising.  We  have  a  general  role 
of  paying  a  certain  fixed  commission  to  our  salesmen. 
Where,  however,  their  sales  are  made  to  customers  who 
eome  direct  to  us  In  response  to  an  advertisement,  a 
certain  amount  is  deducted  from  their  eommissionB.  In 
the  cases  of  some  of  our  most  successful  advertise- 
ments, we  have  saved  enough  in  commissions  alone  to 
pay  for  the  cost  of  its  insertion,  without  reference  to 
the  profits  we  made  on  the  lots  themselves. 

A  real  estate  advertisement,  under  conditions  exists 
ing  in  New  York,  at  least,  must  be  full  of  pulling 
power.  Every  advertisement,  to  be  considered  sueeesa* 
ful,  must  result  in  a  definite  number  of  inquiries  or 
personal  visits  to  the  property.  When  a  considerable 
amount  of  advertising  has  been  done  during  the  week 
to  induce  personal  calls  on  the  following  Sunday  aad 
that  Sunday  turns  out  to  be  rainy  or  stormy,  all  that 
advertising  is  eonsidered  practically  lost.  Its  general 
publicity  effects  are  so  negligible  in  quality  and  in 


m         ABVEETISINa  BEAL  ESTATE 


QLEN  ELLYN 


tagteabut'te  •hew;  wnt^r,  m*.  electric  Ugbt 

  -  . 


BZCKLS 

•t  oar  aew  Abdlvlikm:  tUe  laproTenwDt* 
labtf  t»  ■hew;  wnter,  iraei  elecr 


kKOOJT 


mm  i«»>le)f  atrMtai  ehniMwrr  m>4  tree*  to  be 
pBlM  win  add  to  tie  beeaty.  Make  a  eeleetien 
ngw  Mta«  the  ftoataie^wttii  tbe  flue  old  tieee  H 

•11  CDl4> 

Why  coatlnoe  te  t)8.v  blKb  taxee  m  tbe  eltr  and 
"  CouotT  Buhcrtie  w h»n  tou  can  locate  ioat  out- 
wbert  tazea  are  I«ae  tAan  batf  and  do  apetrlal 


Qnoft  CouotT  Buhcrtie  w h»n  tou  can  locate  ioat  out- 
•Me  wbera  tazea  are  I«ae  tAan  batf  and  do  apetrlal 
aeaeaeiBenta  and  N>  able  to  ft*  Into  tbe  eitj  ]q«t 
aemik'klir?  Onl.v  flra  Kinatea^  walk  ttom  two  Ilnea 
of  Inwportatloa.  It'a  a  lite  and  moncr-makUtg 
—iweltlOB.  and  tkf  choice  tajtroirlmc  leea,  

R.  W.  ZANDER.  Owner; 


QLEN  ELLYN 

_^^^WBBN  TOU  ARK jriBKP,   

.  fmOWI^O  AWAY  MOKR  FOlt  WS9SX  ^ 
MtjMdude  to  liv  a  (oaodatloa  fbr  ha|i«liM«  aiii 

r«8S*t&?^''"'  TOU mr ««* 

^^vSttmtB  SAWE  AS  MiKT. 

E.  W.  ZANDER,  Ownei>, 


oiM  warm. 


GARY 


?»"lji!ir'^?  •"-i''*  Oertlel*  Park  addlUon 

^  •'•^  '^'•J'  "x""*  «« 

the  United  gf»el  Oorporafton.  which  bM  ac- 
c«pted  dry  »tTe««a»  cement  walka.  level, 
no  rrtutlnr  i^eqalrM).  mnd  tteea  for  eMh 
Abaolutely   no  rcatrictlonf  atUcbed  to 


231  LOTS 

AT  PRICES  RANOntO  moK 

$100  to  $575 

TKttMS:  •»  tew*.  Uaiid  up  monthly.  Te« 
per  cent  9tt  mA.  Om-lliird  to  oma- 
foOTth  iawen  tha^  uy  «t]itr  imtiwrty  1», 

|Wtt»       mn  alck  mu     aot  ha»  to  pay. 
trhfle  yen  are  out  ot  wefli  roit  do  mf  have 
to  pay.   .  ' 
No  intc^at:  w*  dim*  am;  N»  mw: 

ne  pay  tltem. 

If  you  dealre  farther  (nformatlon.  mftoa 
and  booklets  wrltp  t  .  >hr  UXITBD  STATES 
T<AXD  CO..  0OB  Amerlcaii  Traat  Buildlnr 


iiifciinicr  property  m  saburbui  towm  oataide  Chicai^  adveitised  tnm  two  itBiMliKiiBta 
HI  deaimbUity.   One  features  the  natural  beauty  of  the  lootlioa,  the 
other  is  made  attractive  by  easy  terms  of  payment 

results  that  they  may  be  entirely  disregarded.  Direet 
results  eonstitiite  the  only  satis&etory  measure  of  sne^ 
eess  in  real  eatate  adYertisiug  ' ' 

This  company  has  been  especially  successful  in  selling 
suburban  property  on  the  instalment  plan  to  the  man 
of  small  means,  appealing  to  him  effectively  by  |;iTiiig 
in  many  of  their  advertisements  concrete  instances  in 
which  ''small  income'*  investments  had  resulted  in 
handsome  proits.  lor  instance,  one  advertisement 
contained  the  following:  "John  J.  Casey,  a  compositor 
on  the  New  York  Evening  Telegram,  bought  from  us 
in  1898  two  lots  at  Oak  Crest  for  $880.  He  sold  these 
lots  in  1907  for  $2,600,  making  a  proit  of  $1,720.  He 
■old  loo  soon.  Today  they  are  worth  $3,000.'' 

Another  instance  of  effective  retaliation  occurred  in 
the  same  campaign.   This  time  a  rival  had  referred  to 
the  Brooklyn  property  as  "nothing  but  a  potato 
patch."  But  the  owners  were  quick  to  see  an  oppop* 


ADVERTISING  SUBURBAN  PROPERTY  il 


&     ]Il  i^J 


LUJ 


Brooklyn  Potato  Patdi 

and  what  came  of  IL 


Another  Potato  Patch 

SOUTH  FLATBUSU 
Sooa  lo  be  Ibc  Solid  CUy 


T HIRE  an  IM  tat*  kit  in  this  pnp- 
erty.  Te  stir  «p  axriy  Spring  boai- 
ncs  wc  an  oiininc  these  lot*  al 
SdVeheapar  than  any  other  propsrtr  in 
BMeUrn.  But  only  for  ■  few  diye.  Oa 
Afrl  ISth  price  of  all  loit  at  Sovttt  Plat* 
Wab'  wJO  be  burssreS  tO)fa.  D3c<l 
Miatftfiawe^hn.  Doi  t  let  %inar  now 
fcorp  TOO  away.  Deti't  te  lasr  and  kt 

To  n>cb  Swnt  Tlatbsfct  isks  Hat* 

Seirth  natbiiA  0«>% Nm^ 


COUPON  ' 

Jl^jRecM'f  MMtafeMT,  fUltttltb 


JIGHT  years  ago  a  few  brave  sotds  in  New  York 
bousht  lots  of  us  io  Brooklyn  fpr  $290  each. 
They  were  then  in  the  midst  of  potato  patches, 
^o-day  they  are  fvrraoadcd  by  the  most  beau* 
nfid  bomes  fai  tfie  Boraoib.  Many  buyers 
sold  and  realized  300.  400  «al  $00%i  ik  SOnMs  «K| 
still  hold  their  property. 

TWyearsaco  we  slopped  s^ine  lots  in  BraoUyn 
to  wait  the  coming  of  Tunnels  and  Bridges  and  the  real 
boom,  which  would  equalize  all  New  York  vahies  within 
t  fivc-oem  faie.  Tbe  Tunnd  is  competed*  the  Etevald 
cars  ate  gaing  ovc/  the  bridge  in  rush  hours,  twenty-two 
months  will  see  the  completion  of  tbe  new  Manhattan 
Bridge,  and  stiU  the  New^York  ptAfic  is  aA^k  k  Is  al- 
ways the  case. A  real  estate  boom  seems  to  carry  a  veil 
in  front  of  It.  The  biggest  boom  that  ever  occurred  \s[ 
the  history  of  the  World  will,  withfai  the  next  ten  yearst 
take  place  in  real  estate,  and  marft  these  wofdib  appear  fa 
BlooUyn  first  of  aV.  Csn't  yoaw  It  eiMBii«? 

Will  you  come  in  with  us  at  the  start?  We  will  seB 
property  this  Sprioig  cheaper  than  it  .was  mr  offered  be- 
SoK^  value  c^tidered.  Yoo  aeel  oafy  t»  coaMll  yoor 
broker  for  positive  proof  that  every  bargain  we  offer  is 
far  below  ths  market  prii^e  for  equally  attractive  property. 
We  mean  to  stiriip  New  York  to  the  Brooklyn  lituatfon. 
We  shall  have  some  interesting  things  to  say  from  time  to 
time^botthe  mostinterestingof«llis  this:  DONT  WAIT. 
Git  la  Mm  the  Spr^arrssb. 

Onr  IMends  AtverOse  12s 


]aiiaJ.Cttcf,aflaii«ariHr€aAeNewYeABw^  Talccnn. 
hwciit  from  us  in  JSM  two  loU  at  Oak  Occt  ior  )880l  He  mU 

T»48ytlier««wwdiS4flOO. 

MlBNai«imr.MLV. 


A  remarkably  successful  advertisement  of  lots  m  a  new  suburb.   The  idea 
■■■led  by  a  sluiring  reference  of  a  rival  concern.  The  comer  coupon 
brao^t  mattf  iwpifiea  bnin  oat  of  Iowa  pn^ 


II         APVRlCTmTMa  BSAIi  BflTATB 


tnoiljr  for  tiiEiiInf  ilm  slur  to  tlieir  0Wii  pfoit»  and  tlM 

m  few  dnjrs  kter  ef  a  graphie  adTertisemenl  wMeh  in 
point  of  direct  returns  was  one  of  the  most  successful 
ever  devised  for  the  firm.  It  bore  the  heading,  "A 
Brooklyn  Potato  Paleli  and  What  Came  of  It/'  and 
told  in  piotiro  and  in  words  tho  stoiy  of  the  dereloih 
MDt  of  iome  of  BrooMjm%  moat  ▼ainable  properif , 
where  lay  the  garden  patches  of  a  few  years  previous. 

Dealing  in  suburban  property,  the  agent  will  find, 
is  pretty  much  a  matter  of  dealing  in  ''futures,"  and 
ho  should  never  forget  that  in  his  advertising.  Tho 
iKiiyer  wants  an  Investment— for  future  profit  The 
probability  of  fumlshlnf  such  a  profit  is  the  property's 
best  asset;  and  the  agent's  best  argoment  is  a  wei 
grounded  propheey  of  future  development.  The  aver- 
age suburban  lot  is  of  itself  an  unlovely  thing.  It 
las  none  of  the  selling  <|ualities  of  the  farm,  the  store 
or  the  apartment  But  It  has— a  fntnre.  The  more 
attraetively,  foreefuly  and  effeetlvely  that  future  is 
prophesied  to  the  prospective  buyer  through  the  adver- 
tfsement,  the  greater  will  be  the  response,  the  more 
eertain  the  sale. 


Have  a  Systm 

I DEAS,  like  dollars,  have  bo  Take  in 
themselves-it  is  what  they  vnW  do 
that  gives  them  worth.  Mere  imagina- 
tion  will  not  develop  them;  a  plan  is 
necessaiVt  carefully  worked  out,  tested 
and  tiiM—a  %8tein. 


CHAPTER  VI 


How  to  Advertise  City  Property 

In  the  renting  of  apartment  houses  even  more  than 
in  the  selling  of  undeveloped  suburban  property  the 
eampaign  for  business  must  be  an  educational  one,  for 
here  there  is  no  element  of  investment  value  to  at- 
tract the  possible  client.  He  is  guided  in  his  choice 
of  a  living  apartment  almost  entirely  by  the  desir- 
ability of  its  location.  The  average  person  is  very 
mueh  prejudiced  in  regard  to  certain  sections  of  the 
eil^  and  dreads  the  thought  of  moving  into  a  loeaUtf 
outside  of  familiar  scenes  and  haunts.  Hence  when  a 
real  estate  concern  endeavors  to  exploit  an  entirely 
new  locality  it  must  overcome  prejudices  and  unfavor- 
able impressions  before  it  ean  hope  to  get  desirable 
tenants. 

A  significantly  sneeessfnl  eampaign  of  this  kind  was 
conducted  by  the  American  Real  Estate  Company  in 
filling  a  number  of  new  apartment  houses  which  it 
eonstructed  in  the  Bronx.  The  company  entered  upon 
its  eampaign  by  engaging  space  three  eolumna  wide 
and  seven  inches  type  in  the  best  New  York  news^ 
papers.  Radically  different  from  the  common-place  an- 
nouneements  usually  employed  when  advertising  apart- 


■tents,  tlio  mmpmxf  presented  original  and  enthusiastic 
ieeeriptions  of  Hiek  lendenee  property  illustrated  by 
attraeti¥e  pietnres  of  some  of  tlie  most  desirable  apart- 
■wiils.  Beeognising  the  general  impression  of  long 
standing  that  the  Bronx  was  loeated  too  far  from  New 
York's  downtown  distriet  to  be  a  desirable  place  to 
mm,,  some  of  the  advertisementi  bore  as  a  heading 


ThtreV  nO'  need  to  be.  Rent  a  cosy  iat  in  the 

IBLEWILB 

(APARTMENT  BUILDING), 
Iffi  GENESEE  STREET. 

We  furnish  light,  HEAT,  gas  range;  telephone,  ele- 
vator, janitor  and  night  watchman  services.  And  rents 
are  very  reasonable.   Several  two-room  ajpartmen'ts. 

Inquire  of  "House  Clerk,"  who  has  office  in  the  Idle- 
wild. 


HOUSE  RENTERS! 
IMIMIdl  tJVIXtLa  YOU  CHOOSSi? 

W  ^wiMhi^M* WIIII^4V''B^          W       tBMMlViHIV         <lHi'  ^Itr         Wlp<SW''a*'^B^ ^•^'^WlP^'WHIW  (P 

IW  rents  a  common  house  (hitre),  fairly  well  located, 
of,  say,  T  or  8  rooms,  imf rovements  and  furnace,  which  the 
tenant  has  to  sweat  caring  for.  He  also  pays  for  the 
LIGHT,  COAL  and  CITY  WATER. 

Hi  alto  rents  a  cosy,  HEATED  FLAT  in  the 

IDLEWILD 

(admittedly  well  located,  with  light,  water,  HEAT,  tele- 
phone, gas  range;  elevator,  janitor  and  night  watchman 
services— all  included. 

Apartments  range  from  3  to  10  roomSb  renting  from 
f  IS  upwards. 

New  management. 

Inquire  of  the  "Hou.se  Qerfe,"  VKbo  hat  office  in  the 
Idlewild. 


UpO'  tMA  uimnHmmmm  mift  iSm  wnks  which  filM^  m  ■mu^itf  iiMtecat  hmm 


judyebhsino  city  feofsety  li 


the  question:  ''Sver  think  of  liTing  in  the  Bronzt" 
Following  this  was  a  cleverly  presented  argument  show- 
ing that  while  the  Bronx  was  sufficiently  distant  from 
the  eity  to  he  free  from  noise  and  crowds  it  was  really 
elose  to  the  downtown  distriet  in  point  of  time,  ai 
the  anhway  had  bronght  it  within  thlrty-lTe  minntea 
of  the  City  Halt 

Emphmdng  AStmUages  Roikmr  Tkm  Raiet  m 

Appealing  to  High-class  Readers 

These  advertisements  were  aimed  to  make  direet 
appeal  to  a  high  class  of  tenants,  and  while  most  other 
real  estate  operators  considered  low  rental  charges 
their  best  attraction  the  American  Real  Estate  Com- 
pany subordinated  costs  to  argnments  for  sunshine, 
freiOi  air  and  outdoor  pleasures  which  the  average  resi- 
dent of  downtown  New  York  is  denied.  To  make  tiie 
property  especially  attractive  in  this  respect  and  to 
hold  tenants  in  the  new  locality,  the  company  devoted 
one  whole  city  block  to  a  private  park  for  their  ex- 
elusive  use* 

When  these  advantages,  combined  with  clinching 
arguments,  were  presented  in  the  company's  advertia- 
ing,  they  made  so  strong  an  appeal  that  many  who 
came  to  look  at  the  apartments  decided  to  engage 
them  at  once.  In  fact,  many  of  them  seemed  to  have 
secured  almost  a  definite  impression  before  they  had 
■een  the  property  at  all.  Probably  almost  every  per- 
son in  New  York  who  was  looking  for  apartments  at 
the  time  saw  these  advertisements.  It  is  known  that 
several  parties  were  led  to  invest  in  them  who  had  not 
thought  of  moving  until  their  attention  was  attracted 
by  these  remarkably  inviting  announeementa. 


NO  COAL  BILLS! 

MO  WATER  BILLS! 

NO  LIGHT  BILLS! 

NO  TELEPHONE  BILLS! 

Rent  a  cosy,  HEATED  flat  in  the  Idlcwild  (apart- 
ment building),  370  Genesee  street,  where  you  also  get 
light,  gas  range,  telephone,  city  water;  elevator,  janitor 
tn^  nigiit  watchman  services.  Call  on  the  "House  Clerk," 
who  has  an  office  in  the  building,  to  be  iliowii  over  the 
few  vacant  apartments  left. 


ONLY  A  COUPLE  OF  IDLEWILD 
FLATS  LEFT! 

Strike  now  before  all  are  gone!  Call  at  the  Idlcwild 
(apartment  building),  376  Genesee  street,  and  have  the 
"House  Clerk"  show  you  tlie  apartments  yet  "to  rent." 
We  fumisli  HEAT.  light,  city  water,  gas  range,  telephone; 
Imitor,  night  watchman  and  elevator  service. 


LAST  CHANCE  TO  OBT  AN 
IDLEWILD  FLAT! 

These  cosy  flats  in  the  Idlewild  (apartment  building), 
lie  Genesee  street,  are  ideal.  For  a  reasonable  rental  we 
mrnisli  HEAT,  LIGHT;  city  water,  teleph<me,  gas  range, 
janitor,  elevator  and  night  watchman  services.  There  s 
|ust  one  apartment  left  Call  on  the  "House  Clerk,"  at 
the  Idlewild,  and  be  shown  the  rooms. 


'Iftm  ■Mm  ftdvcitiKiiMatt  frooi  &  lucciMfid  i^»wm%w-  AH  vne  ftimed  cfiwcitlly  st 
Hm  boMi:  mtsr  tnA  ipntslBd  tiw'  MMntnan  of  iiwliiitiit  H% 

"In  apartment  rentinf/'  said  a  real  estate  man  long 
engaged  in  this  class  of  business,  ''one  of  our  best 
wmrces  of  clients  consists  of  people  living  in  rented 
iiiiiaea.  But  we  must  convince  them  that  tie  ad- 
vaatafea  nf  living  in  an  mpartment.  wiH  pay  them  t® 


AllYJjil&lioi^ir  Oil  X  Jrj&yJrJiiil&i  X  fti 


move.   N'>t  long  ago  we  took  hold  of  a  building 
ifty  apartments,  half  empty  and  in  disrepute,  got  a 
tenant  for  every  apartment  and  had  a  waiting  list. 
We  did  it  largely  by  conducting  an  advertising  cam- 
paign aimed  at  the  man  in  the  rented  house. 

A  Sfic^  Campaign  That  Brought  Results  in  FM- 
ing  an  Apartment  House 

"We  knew  that  a  tenant  paying  a  good  rent  in  a 
single  house  could  save  money  by  leasing  one  of  our 
iats  and  gain  conveniences— for  we  heated  and  lighted 
his  rooms,  furnished  city  water,  telephone,  range  and 
janitor  services  and  relieved  him  of  the  general  worir 
incidental  to  the  care  of  a  house.  But  we  were  aware 
that  people  had  to  be  educated  in  these  facts.  A  man 
might  be  living  in  a  house  and  paying  $25  a  month  rent 
$100  for  coal,  $30  light,  $15  for  city  water,  $35  for  in- 
cidentals—total  $480  a  year— besides  doing  all  Ms 


Rent  Money 

ftm  n*vrr  t««  •xain.  Tht  Mine  mMwy  pftM  «• 
•My  lB«t«llnienU  on  the  right  klM  of. 

A  HOME  OP  YOUR  OWN 
la  HmUnr  put  h«ek  into  yourown  poclwj. 
_  WW  OCNMCRSOX  STANDARD  HOIHES 
•  _  .  IN  OAK  PARK.  L.  . 

OB  KlmwMXl.  64rti.  and  OuDrt»r»on-«v»..  ■rt*jlt| 
M«dU(>n  and  Ilarrlivti-itt  .  arc  lh«  cUlMS  OC  M 
|rc«r«'  l«a(1erihlp  In  ho>ii«vt>ulldlnK. 

%  t9  9  room*  comc'.ete  and  up  to  date.  ____ 
•OMB  READY   OP.  WILL  Bl'U.D  TO  OXOSB. 
LARtiR  LOTS— PRICKS  RIGHT. 
CASH  OR  EASY  TERUg.  ^ 
Strict  rfddtnce  re?iriciloB»  and  no  flati".  a*: 
FAKE.   Take  Garneld  Pk.  br.  Met.  "  L"  towin- 
iierson-aT.  autlon,  or  Madtton-yt.  electric  X»  Sln- 
wood.«v. 

Bimadi  oAM  oa  pranlaea.  Open  all  Amt. 

All*  ft  tm  ataiMlard  boniM  left  at 
..^  .  .  ■OUTM  OAK  PARK. 

llw  m.  Hwn*-**.,  1  room*.  Jurnace.* 
fNm  w.  Wenonah-«v.,  «  roomi.  (team  heit. 
1IW  fk  Wenonah-av..  7  rooma,  JTurjiac*. 
.IWW  Mftropolitaa  "  U"  t«>  MAHLB-AV.  fa- 
tten. Bniiich  offlcf.  H«rrl*oo-«t.  and  Wenonah-«v, 
OPBN  ALL  DAY  SUNDAY. 

S.  T-  OUNDERSON  &  SONS 
HOME  BUILDERS 

Main  offlce.  rhnmber  of  Conimerre  BulMlnif 
K««-  hook  of  Ciird'rson  Hoinci  inellfl  fre« 


THE 

tlULBBRT  Houses 
OAK  PARK 


i.m  TO  t 

^AN  BASIL' 


Rnunet  of  unaatial  (ivalltr  mi  lota 
of  unuFual  depth  with  itreeti  of  un» 
umial  width.  In  iocatiion*  of  u»n>u« 


^    _  THAKSPORTATION".  .  . 

.Oklflald  TutV  brand)  of  MrlropoliUfl  El*««t«« 
to  Oak  Park -a v..  walk  two  block*  wcet;  Lake-aC 
0««§Md  to  Md  or  liM.  walk  mm  block  cMt.  turn 


THOMAS  H.  HULBBIO; 

tftrt  OmCB.  6  MADISON-tT. 


'  tuo  conceras  advertised  a  new  feaideiice  section  in  iriiich  flats  were  bamiL 
iBving  cf  aat  noaey,  CBsy  payments  andtaanipoiutiai  iacB- 
iUtt  MM  toe  flBpiMHi«l  pi^Bli 


48  JkBYM&TWNQ  BHAIi  BSTAf  B 


0V1I  work,  and  giii  iio  would  lioiitate  a  long  wMle  bo- 
f ©TO  paying  HO  for  one  of  our  lata  wliero  wo  fnraialiodl 
tlioae  necessities  and  the  work— xmless  he  were  led  to 
aifne  the  matter  out  That  we  started  to  do  bj  run- 
ning a  series  of  short  displajr  ad%  of  whioh  aaaplaa  aro 
ahown  in  this  ehapler. 

'^Theao  terao  annonnoemonta  got  people  thinking— 
to  their  own  and  also  onr  heneit  They  came  to  look 
our  apartments  over.  The  apartments  had  been  some- 
what neglected  before  we  got  them  and  were  conse- 
quently in  bad  condition;  but  we  agreed  to  fix  up 
an  apartment  to  suit  a  tenant  In  some  inataneea  wa 
repaired  and  repainted  the  entire  Ito  rooma  and  alcove 
of  a  suite.  That  may  seem  extreme  to  moat  managers, 
hut  we  had  two  reasons  for  so  doing — the  apartments 
needed  the  attention  and  we  were  getting  good  tenants. 

"  We  did  our  best  to  show  people  we  were  going  to 
eondnct  a  irst-elaas  building  and  render  the  beat  of 
aervicea  possible.    We  found  that  our  efforts  bore 

fruit  .People  responded:'  We  did  Hil  by  one  family, 

and  the  news  spread.  We  cut  down  on  unnecessary 
expenditures  and  put  the  money  into  betterments.  Our 
efforts  were  not  for  immediate  profits^  but  immediate 
satisfaetion  and  efieiency  and  uHimate  proita.  We 
might  have  secured  more  money,  but  must  have  forced 
lie  building  further  on  the  decline." 


The  Fatal  "Forgot" 

THE  grave  of  »any  an  embryo  en- 

A  terpriseistheinind  tliat  **coiiM]iiit 
rcmcnubcr.*' 


Part  III 


HOW  TO  SELL  REAL 
ESTATE 


WTM  COCJtL  »CaLCM 


waHMMVuamuar 

IxrUMTINC 

— 

MAPiJINTCCIIiift 

«>ooo  'Aim 


HKHOMC  •met 


•rtCMi^TlONS  TO 
•MANCN  Omctft 


^  ^tfSIrfifS^tK  showing  the  most  effecUve  means 

mwmmm  •ach  kind  on  the  market,  the  argumentB  uaed  and  tlie^ 
steps  in  the  sale  under  each  divfaiim 


Selling— the  Vital  Factor 


Every  mail  who  is  thrilled  with  the  spirit 
of  the  age»  who  has  been  touched  with  the 
hope  of  success,  is  ambitious  to  expand, 
to  widen  the  boiindaries  of  his  business. 

And  he  recogniics  that  this  attainment  will 
depend  primarily  upon  his  ability  to  sell. 
The  farmer  must  sell  his  crops,  the  lawyer 
his  services,  the  merchant  his  goods. 

No  less  upon  the  selling  element  depends 
of  the  dealer  in  land. 

He  must  have  as  a  basis  for  his  transac- 
tions a  thorough  knowledge  of  his  work, 
but  he  can  never  neglect  the  eternal  im- 
portance of ^thejaale  itself. 


Property,  prospects,  eUents,  recoids  are 
the  bone  and  sinew  of  his  prosperity,  but 
sellinie  is  the  lifeblood  of  his  business. 


•Tin 


CHAPTEE  Vn 


How  to  Sell  Farm  Property 

BY  O.  STAUFFBR 

Of  KeMier  Ss  Stauger 

Beal  estate  agents  on  entering  the  farm  property  field 
soon  learn  that  the  farmer  is  a  different  man  to  handle 
than  the  ordinaiy  city  elient  Im  the  first  place,  it  will 
be  necessary  to  demonstrate  to  his  satisfaction  tliat  the 
dealer  has  a  record  for  fairness  and  honesty,  lor  onlj 
this  will  inspire  confidence  on  his  part. 

When  farmers  have  property  which  they  wish  to 
dispose  of  or  when  they  are  desirous  of  baying  new 
land  they  will  almost  invariably  go  to  a  local  agent 
whom  they  have  known  personally  for  a  great  many 
years«  For  this  reason  it  pays  any  real  estate  dealer 
who  expects  to  do  extensive  business  in  rural  property 
to  get  on  the  best  possible  terms  with  all  the  farmers 
in  his  territory  and  show  them  in  every  possible  way 
that  anything  he  undertakes  with  them  will  be  eon- 
dueted  in  a  strietly  fair  and  honest  manner. 

A  very  large  portion  of  the  farm  property  which  the 
agent  lists  to  sell  he  must  depend  on  learning  of 
through  personal  solicitation  or  through  his  personal 
acquaintance  in  the  community.  Once  he  has  become 


il 


oilml>lislied  as  to  standing  and  inte^ty  his  rural 
friends  will  come  to  hi^  with  their  business  when  they 
wish  either  to  buy  or  sell.  He  must  be  constantly  on 
the  alert  for  possible  transactions,  however,  and  by 
Imping  In  dose  toneh  with  these  aeqnamtaneea  eaa 
eHen  sng gesi  and  pnt  through  an  exehange  or  itle 
with  proit  to  hinseli  Direet  advertising,  soliciting 
property  to  handle  is  seldom  employed,  although  it  is 
well  to  carzy  a  small  general  advertisment  in  the  loeal 
papeis. 

Tw  Classgs  of  Buyers  of  Pmrm  Property  and 
Horn  to  Reach  Them 

Buyers  of  farm  property  in  general  are  of  two 
elaases : 

First,  town  or  city  people  who  wish  to  buy  a  farm, 
either  to  move  onto  themselves,  or  to  place  a  tenant 
(MCI  so  tllat  they  can  secure  the  benefit  of  its  products. 

Second,  farmers  who  wish  to  acquire  additional  prop- 
erty to  cultivate,  or  who  wish,  for  some  partieultr 
feason,  to  change  their  location. 

The  city  prospect  must  be  reached  almost  entirely 
through  advertising  in  city  daily  papers.  Display  ad- 
vertisements in  the  classified  section,  especially  in  the 
Sunday  issue,  are  no  doubt  the  most  satisfactory  and 
if  the  land  ia  deaerilied  and  offered  in  an  attractive 
manner  the  pnhMeity  is  sure  to  bring  results  in  mai 
inquiries  for  further  Information.  These  Inquiiies  are, 
of  course,  what  the  agent  wants,  as  it  then  gives  him 
an  opportunity  to  present  to  the  prospect  not  only  a 
i^ific  piece  of  property,  but  his  whole  list  of  available 
farms. 

A  very  considermMe  ah»re  of  the  farm  property  sold 
at  pnveni  to  ei%r  hnyem  is  handled  through  real 


SMiMHe  FAEM  FBOPSETY  08 


estate  concerns  having  both  a  cily  office  and  a  local 
representative  in  the  district  where  desirable  farm 
property  is  for  sale.  Business  is  best  secured  in  tliig 
way  through  the  co-operation  of  some  city  firm  having 
an  extensive  list  of  possible  buyers,  and  the  real  estate 
agents  in  country  towns  who,  through  years  of  red- 
denee,  have  become  intimately  acquainted  with  the 


WITH  AN  ANNUAL  INCOME 

ON  THE 
MISSISSIPPI  DELTA-LOWER 
LOUISIANA. 

Ricfitst  Land  in  the  World 

Three  crops  a  y«ar  on  {lie 
same  land.- 

If  you  are  interested  In  f»n 
honest,  legitimate  land  propoel- 
tton,  -where  you  are  getting  a 
square  deal,  write  to  the 

Tcrrcboimc  lovcstmcQt  Co. 

77  Jackson-blvd.,  Chicago. 


CHOICE  BARGAIN. 
WONDERFUL  OPPORTUNITY. 

IN  THE  NEVADA  VALLEY. 
Most    Productive    Soil  in  the 

World,  Delightful  Climate. 
•1ft  PER  ACRE,  EASY  TERMS. 

-•••iffii"!!*  •Hf»-?i^«»'*'«"  «»»• 
S-^'ffly?''*'''        wnMt»<l:  ■bundanre  of  water. 


aiMl^rrMi  tm  bwiich  i«r«l.  t.\\»tA  for  all  kimlK 
•*  «r«ln  and  fall  whrit:  wafer  I 

a.800  aerea  rolllnc  patturr  laiidii.  « 
wttk  i^riaci  aai  crteka:  atwae  ilakw. 


OOKDA.  mMODi 


USX- 


^     or  Bcmt. 

AND  lIBLRlfA. 
OOMUODIOCS  DWELUmS. 


MABKKTIt 

VtA  AND  1 
~      XMUIODIOU8  I 

 K«  1»*  ON  PKICK.  _ 

THIS  LAXD  win  BrRDIVIDB  andUttaib  M 

■  PRoriT  of  ovRR  eno.ooo.  ^ 

GUMS  TO  TWO  BAlUtOAPa. 

Address  B  N  SIO^'Raoovd-Mer. 

aid. 


HOME 


DKl 


TTME  (UaiiaOD  GDI? 

OmiTpiTIES 

A  farm  in  Texa%  where  the 
land  IB  broad,  rolling  prai- 
rie, without  stone,  gravel  or 
stumps;  where  every  acre  can 
be  steam  plowed  ^and  cropped 
the  first  season,  can  be  had  now 
at  one-fifth  of  what  it  will  be 
worth  In  ten  years.  Texas  has 
on  ideal  climate.  FVesh,  pure 
air,  .never  excessively  hot  or 
cold.  An  ideal  place  for  Buffer- 
era  from  lung  or  fever  Ills. 

If  you  are  looking  for  a  home 
or  Investment  w^here  safety  is 
considered,  a  sure  profit  is  to  be 
had,  where  there  is  a  future  for 
you  and  your  family,  we  would 
like  to  hear  from  you  without 
any  obligation  on  your  part. 
We  will  cheerfully  furnish  .you 
with  a  fund  of  valuable  Infor- 
mation swarding -this  ONai 
country. 

Locators'  Land  Co. 

046  First  NaUonal  Bank  Bundl- 
ing, Chicago. 

f ICIS  COMPANY  WILL  RUN 
ITS  NEXT  EXCURSION 
AUG.  4TH 


adaeitiieiiients  of  distant  western  and  southern  lands,  one  very  brief  and  «^*^''en*  i 
to  SMMW  curiosity,  one  s  detaQed  presentation  of  facilities  and  prices,  r~"" 
the  third  aa  attractive  description  of  country  and  climate 


QiiWliiiiiliiflw    IliliilliMJ  JVaaaA 


tmiieri  in  tlie  mnroiindiiif  iMumtry.  Tht  ©ity  agHil 
lliiii]tli«8  Uie  bnjr«r»  tiie  looal  ftgonl  fmniigiiet  the  mam 
and  tlie  proili  frmii  tlie  reaultant  trmsftction  an 
■liared.  An  enormous  business  of  this  kind  has  been 
done  in  late  years  by  Chieago  real  estate  ooneems  aell- 
inip  Miehigan  .£ami  iasd. 

Why  Cmmlry  Nimpaf  mrg  Are  Good  Red  Bil9i9 

One  of  the  best  methods  for  getting  in  touch  with 
possible  buyers  among  the  farmers  themselves  is  to 
advertise  in  loeal  country  newspapers.  There  is  a  gen- 
eral impression  among  many  business  men  that  the 
eonntrj  weekly  is  of  very  little  value  as  an  advertiMng 
medium,  but  for  the  real  estate  agent  it  is  one  of  Um 
very  best  irays  of  reaehing  the  rural  customer.  The 
most  effective  advertising  to  use  in  these  mediums  Is 
to  run  a  brief  description  of  some  attractive  farm  in 
with  the  local  reading  matter  or  to  insert  a  short  list 
of  some  of  the  best  properties  the  agent  has  on  hand. 
The  farmer  who  is  thinking  of  buying  more  properly 
■ddom  erters  aetively  into  the  deal  nnti  he  has  ready 
money  to  pay  for  the  landt  but  he  is  on  the  lookout 
lor  attractive  farms  and  as  he  is  invariably  a  eareful 
reader  of  his  local  paper,  the  offering  of  a  good  propo- 
sition in  his  own  locality  does  not  escape  him. 

The  agent  who  Is  personally  aeiiualnted  with  most 
of  the  farmers  In  his  temtory  can  very  often  pul  a 
sale  tnrfiugn  by  wiKing  tne  ininauve  m  gomg  alter  a 
ioitable  farm  for  a  prospective  client  For  instance, 
iuppoae  that  a  Chicago  man  wishes  to  buy  a  farm  m 
fie  vicinity  of  Goshen,  Ind.  He  has  his  own  ideas 
aa  to  what  kind  of  a  piece  of  property  he  wants,  but 
has  not  loidced  over  the  local  ield  and  has  no  partieiilar 


[lEiINQ  FABM  PBOFEETT 


6i 


u  u  u 


ROSCOMMON  CO. 


BxeunlOM  Tu«s» 


HtEE!  FREE! 

OiirSth  prl 
nigh 

trip. 

Tieketa'Good  for 
•llSummm*. 


FREEl 


ly  night,  July  S8  and  Aug. 
4^  SO.eS  round 


Vtatt  tlS  par  i«f*.  tl  dawa  •*»  Mte  Mff  mMith 


36 

^BintMi  tttf  lAfii.  SSS  and  nn.  „  ^ 

|[iw««iBiBon  bMlo«w  tad  rMldaaet  tota.  (2  fBMt 

OoM  th  lUMrommpn  aod  tk* 
la^coantrT  In  th»  nnU*0  8t«t»», 


N.  Ht>ll<>n  trill  b*  at  I 
■•r  to  abow  landa  ami  lota 
w*I«oaM  one  and  all.  Bei 
■tottotk*  of  tb«  inHMint 
oUMw  aad  (took  w* 
■Ma  aM  •toralas  rSBB. 


In«  Lake  all  Son- 


SkiiPB  Gntnl  Paik  Gb. 

VoorCii  noor,  1 1 8  Dearbom-st., 
CHICAGO. 
B.  H.  HELLEN,  Manager. 
v>hones:  Cent.  8287,  Auto.  6208. 


p.  «-w*  aa  aet  sail  br 
Svada* 


tea*  ar  Mi  M 


YOU  CAN  SCCURB 

A  Home  in  the  Blue 

Grass  Country 

The  Clover  Belt  of  Northern 
Wisconsin 

From  (S  to  an  arrr.  ami  thff  will  anon  M 
wurib  iliMitii^.  rbl»  U  tD>>  rtit  urrr  biM)«  kiHiwH  •* 
tbo  rlotvr  l<i>lt,  ainl  la  ia«  <hiIt  UmI  W(i  m-mr  Ihr 
Me  rItiM  aiMM  wblcb  lllr  UMiaairioM  faruai-r  («• 
Kft  a  Btart  and  I*  aaMurd  aa  IwdriirnitrMrr.  In 
lh«  artU  alatr  Ikia  Und  m  «na«»  ««at  vrllk  Mar 
imiaa  aad  aadrr  mHlvaUoa  pmdai  >a  laa  rnam 
a  T»ar  af  Cka  Umrtl  rtorar  sratra  or  Utm  vw  m  mg 
Mxlafi*  M  ikr  acrv  -4  tb«    McbMl   .faalttr  .ir 

Kataaa  ralard.  It  will  rata*  all  varMlM  af  aaall 
It*  and  on-banls.  if  piapvrtj  fe>  araimtwl. 
Tbc  aoll  waa  panat^  upun  hr  ikal  ^ailacM  mt^ 
tborttr.  Mr.  A.  l>.  \ValU<«.  "a  mm  «r  lb*  •4U«r 
of  Wallu^'a  l-arni^r."  blainrlf  aa  awarr  of  a  farm 
In  tbr  rioTrr  lM>lt  ami  a  ■•prrUlla'l  mm  aartmlturul 
matirr*.  lie  ban  rarcfull>>  aicdM  lb*  ro::dltlo«i« 
Of  aoll  aotl  rllDiatir  conOltknn  aad  «»t.i.  "The 
aoll  of  tb«  (Tpiral  cnt-orir  re«nitr  po«a»R»»»  c«t- 
talii  rbaractrrlkfiin  which  otbrr  Mil  dors  not 
poaaraa,  baTlnit  llltl*  diatlnrtlon  bvlvafa  toll  and 
(Dbaoil,  It  bPiiiB  lOr  (aoM  rbararin-  a  anmticr  of 
trrt  doa-a  and  la  panlralarlr  aallaMa  tor  atark 
ratalnc  Th«  rharactnr  tt  Hy.a^pj  aaaaf  |>HMf 
dralnan*  In  «*t  aiattat  SM  iMMa  MMfi*  K 
lk£_dqr  apaaoaa." 

na  aatural  wealth  af  tba  laad  faa  ke  qnlrtir 
t— tiama  lata  caab.  aarb  aa  pal*  woad  for  iha 
pavar  alUa.  kard  wood  tor  wrtmt;  Malaek  kark 
far  ifea  to— ny.  atr.,  mat      tm$  m  nmtg 
la  toa  aaar-ltir  Httaa. 

Tor  track  farailnK  tha  laad  la  Maal.  raMmc 
abnndant  erope  of  amall  «rc^taMM  whirh  »rr> 
rrninj  aoM  at  irood  pricca  to  lb«  daalara  In  tiia  Mc 
cUlea. 

Aa  an  tr.Trstment  tbrae  landa  are  wortbr  tlw 
ceoalderatloa  of  anyon*.  Ibrj  are  rvmarkiMo  bar- 
jrnin*  now,  aod  onder  rnltWatton  will  produre  a 
llfvlons  dlTldcDd.  It  la  a  parlna  InTevlmrot.  and 
aa  tka  aaarlr  a(  rhaaa  Unida  wrll  leeaied  la  llo^ 

SMkaS^M&^*Vw'lSSSMl£*'''  * 

Writs  sr  can  upon  us  for 

free  literature,  maps,  etc. 

SPECIAL  EXCUIUsIONS  ETKBY  WEEK. 

NORTHERN  BLUE  GRAS& 
LARDCa 


T«o  csaiBiilct  of  eSrctive  adwrtising  of  fann  iaads  to  city  readers.  One  leatines  m 
•feoilkni  to  the  lite  of  the  land  for  prospective  buyers,  the  oth-  r  presealBll' 
tiactivdy  the  ad\aataiea  of  the  land  for  agricultural  purpoaea 

Ismi  In  mincl.  He  wvites  to  an  agent  in  dosiien  telling 
him  that  is  wants  to  bny  a  farm  of,  say  160  acres, 
not  more  than  two  miles  from  town  and  that  he  is 
willing  to  pay  $5,000. 

The  agent  looks  np  his  list  of  available  farms,  bnt 
may  find  that  he  has  at  the  time  nothing  suited  to  his 
prospeet's  requirements.  He  does  know,  however,  of 
a  Mmber  of  farms  within  two  miles  from  Qoshen 


wliiftli  would  i>e  irefy  iftHilBetoiy,  but  tbey  m  not 
for  sale.  He  goes  to  the  owner  of  one  of  these  farms 
and  asks  him  how  much  he  will  take  for  the  property. 
To  be  sure,  the  farm  has  not  been  oifered  for  sale,  but 
almost  any  farmer  has  some  priee  on  his  land  whioh 
Ite  would  aeoopt  Tiiis  §gmm  tie  agent  tries  to  leaim» 
telling  the  farmer  tliat  a  prospeetiTe  hnyer  is  Tsry 
anzioufl  to  obtain  the  land. 

By  naMng  a  farmer  in  this  position  a  good  offer 
the  agent  is  frequently  able  to  close  a  sale,  bringing 
the  farmer  a  good  price  for  his  land  and  the  agent  him- 
self a  liberal  commission.  In  addition,  the  way  ii 
opened  for  another  transaetion,  for  at  the  same  time 
the  agent  has  in  the  farmer  a  prospeetiw  purehaier 
of  another  farm  and  he  immediately  suggests  to  him 
some  desirable  property  that  he  can  purchase  imme- 
diately, possibly  at  a  smaller  figure  than  the  one  he 
has  just  reeeived  for  the  farm  he  has  sold.  Possibly 
h»  may  mm  seU  the  farmer  land  in  some  other  stale  or 
la  some  newly  developed  part  of  the  eonntvy. 


The  Fires  of  Business 

OBSTACLES  are  tbe  steppii]|p  stones 
^  to  siicress.  In  the  oieimstry  of 

Don't  flinch — ^however  fierce  the  fire. 
Only  the  scorch  of  the  flame  can  harden 
the  steel  for  its  work-*-can  fashion  the 
man  for  the  fesponsibilities  and  prob- 
lems, the  mcamm  mA  mwrnSs  of 
'Dimness* 


CHAPTER  Vm 


How  to  Exploit  and  Sell  a  Subdivision 

BY  F.  F.  WUUAMSON 

There  are  two  general  methods  by  which  the  real 
estate  dealer  or  owner  can  mlize  on  Taesnt  city  lots 
In  large  tracts  of  land.  The  method  wMeh  was  em. 
ployed  exclusively  a  few  years  ago  and  is  saecessfnlly 
conducted  by  a  number  of  big  city  firms  still  is  to  sell 
the  lots  singly  without  improvements  on  a  contract. 

This  method  came  to  be  known  as  the  "Tent  and 
Brass  Band  Method"  and  is  not  so  effective  as  for- 
merly. It  was  so  called  because  the  dealer  usually  held 
an  auction  sale  under  a  tent  aiid  drummed  up  trade  by 
various  entertainment  features.  He  thus  secured  a 
crowd  at  the  time  of  the  auction  and  sold  the  lots  off 
when  the  enthusiasm  of  the  people  was  at  ''white 
heat."  This  method  is  employed  most  suecessfoUy  in 
speenlative  times,  when  the  buyer  is  willing  to  inyest 
in  a  lot  and  hold  it  for  a  rise,  or  to  buy  on  a  contraet 
and  wait  for  several  years  before  building  a  home. 

Today  what  the  buyer  wants  is  an  immediate  home. 
And  this  faet  accounts  for  the  ohange  in  the  method  of 
Silling.  The  dealer  owning  a  tract  of  land  wholly 
within  an  adjoinmg  large  city  and  wishing  to  open  it 

5f 


'  IMiIilMe  EEAIi  WTATE 


vp  Idr  seltleiiiasl.  In  %  great  majority  of  oasea  improfw 
il  beloro  offering  it  for  aale.  Improrements  include 
laying  ont  tlie  addition  into  streets  and  avenues  and 
even  going  so  far  as  to  install  little  parka  at  times;  in 
eitiea  streets  are  paved  with  macadam,  a  wide  emb 
and  eem^i  waUu  are  put  in;  tie  lawna  art  improved 
and  a  large  nnmlMr  of  trees  are  set  out 

Hie  nature  of  the  bnidings  on  the  land  depends 
upon  the  siae  of  the  town  in  which  the  addition  is  sit- 
uated. In  a  small  town  a  dealer  puts  up  a  nuraber  of 
amall  cottages,  one  on  each  regulation  sized  lot,  but 
aU  uniform  in  eonstruction.  In  a  large  eity  a  dealer 
««t8  a  row  of  iata,  Joining  and  of  the  same  eonstruo- 
Mon.  Contraetora  ignre  that  they  ean  build  a  number 
of  houses  if  of  uniform  construction  at  about  forty  per 
o«nt  cheaper  apiece  than  they  can  to  build  the  same 
number  of  houses  singly  for  different  men,  each  of 
whom  would  have  his  own  ideaa  aa  to  the  style  of 
h^nae. 

Hie  houaea  are  put  i^  in  large  numbers,  for  the 
buyer  wants  something  which  he  can  immediately  use 
aa  a  home.  He  will  not  buy  a  vacant  lot;  he  haa  no 
time  to  build  for  himself,  but  prefers  to  buy  his  home 
oomplete.  Thus  the  putting  of  improvements  of  this 
Mnd  on  the  lots  enaMea  the  dealer  to  sell  them  readily, 
fii  a  eity  all  modem  improvementa  are  put  Into  these 
hoinet,  sneh  aa  waterworks,  sewerage,  gas  and  elec- 
tricity. In  a  small  town  cottages  are  buUt  for  one 
family,  but  in  the  city  they  are  buit  two  and  a  half 
■tories  high  usually.  The  first  story  ean  be  uaed  m  a 
fcl  and  the  seeond  atory,  with  the  upper  fioor,  ean  be 
liid  ■•  •'regular  dwelling  house.  Thus  real  estate 
§tam  ean  hold  out  aa  an  argument  in  favor  of  buying 
fact  that  the  purchaser  ean  live  with  hia  lkmi]y 


BXPLOmNe  A  SUBDIVISION 


in  part  of  the  house  and  rent  the  remainder  for  enough 
to  make  a  good  monthly  payment  on  his  place. 

Easy  Pmymmi  Basis  m  Wkkh  Improved  Lots 

Ate  Sold 

The  improvement  of  city  lots  on  this  wholesale  scale 
requires  a  considerable  investment  of  money  by  a  real 
estate  firm,  hence  the  method  used  in  the  sale  of  the 
lota  is  important.  This  can  best  be  illustrated  by  taking 
a  concrete  case.  Say,  for  instance,  that  the  real  estate 
firm  considers  that  the  lot  with  the  improvement  on  it 
when  built  should  bring  $4,500.  Then  the  dealer,  if  he 
has  not  the  ready  cash,  or  in  some  cases  whether  he 
has  or  not,  puts  a  Men  of  about  33 1-3  per  cent  of  this 
value  upon  the  house  and  lot.  This  bmrowed  mcmej 
he  uses  ais  part  of  the  capital  for  building  the  house. 
It  is  found  that  buyers  nowadays  prefer  to  make  a  con- 
siderable payment  down  when  they  buy  a  home.  The 
house  and  lot  is  sold  with  the  lien  of  33  1-3  per  cent 
of  its  value  upon  it  to  the  purchaser.  But  of  course 
the  purchaser  in  most  all  cases  buys  on  a  contract  and 
haa  an  additional  mortgage  on  the  properly.  Thus  we 
may  suppose  he  buys  the  property  for  $4,500.  He 
pays  $500  down  in  cash;  he  assumes  the  lien  of  $1,500; 
this  leaves  him  owing  the  real  estate  dealer  $2,500, 
which  he  pays  in  monthly  installmenta.  He  is  usually 
given  five  years  in  which  to  pay  these  monthly  inatall- 
ments  and  receives  his  deed  at  the  end  of  that  time. 
Aeeording  to  these  figures  the  amount  to  be  paid,  ex- 
clusive of  the  original  lien,  is  $2,500,  which,  divided  into 
monthly  payments  extended  over  a  period  of  five  years, 
amounts  to  about  $40  a  month.  If  he  makes  no  default 
in  the  payment,  he  pays  up  the  second  lien  and  raeeivea 
his  deed  at  the  end  of  the  five-year  period. 


10 


Hi©  original  lien  of  $1,500  pUeed  m  m  property  hj 
fie  iaal«F  and  tafoniod  hj  tlie  pmliaaer  is  made  oH 
in  Mmk  m  vaj  Ibat  il  onlj  oomet  dne  at  the  azpiralioii 
of  tliia  i¥a  joara.  Tims,  as  soon  as  the  purchaser 
finished  his  monthly  payments  he  obtains  the  deed  td 
the  place  with  the  $1,500  mortgage  upon  it.  This  is 
due  about  the  time  of  the  last  payment,  but  as  the 
plaee  is  assumed  to  be  worth  $^500  he  can  easily  ob- 
tain the  money  to  get  an  extension  on  the  time  of  the 
morgage  if  he  so  desires. 

HoWy  as  to  the  manner  in  which  the  dealer  attracts 
the  aitlntion  of  the  public  to  the  property  when  im- 
proved. In  cities  the  real  estate  dealer  fits  up  one  of 
the  houses— the  most  attractive  one,  situated  on  the 
comer— and  furnishes  it  like  a  modem  house.  Hero 
it  establishes  a  branch  office.  Then  when  prospectiTe 
CQStomm  come  to  look  at  any  one  of  the  houses  Ihey 
can  Inspect  this  one  and  get  an  idea  of  how  it  looks 
when  made  into  a  homa 


Control  Your  Energy 

'P'NERGY— harnessed,  it  is  the  mas- 

^  ter  producer;  undirected,  the  feeder 
df  scrap  heaps. 

Eneiipr  has  developed  continents,  ere- 
ated  industries,  built  businesses,  made 
the  powers  of  men — ^but  only  when 
controlled,  guided,  directed. 

Harness  your  energy  with  common 
sense.  Guide  it  with  a  system.  That 
is  the  formula  for  getting  results. 


CHAPTER  IX 


How  to  Sell  Real  Estate  by^Mail 

Mail  order  selling  of  real  estate  has  now  come  to 
he  an  estahlished  feature  of  the  business.  It  is  a 
dtfreiopment  of  the  last  tm  or  a  dozen  years,  hut  in 
that  time  it  has  found  such  advancement  in  methods 
both  of  reaching  clients  and  of  closing  transactions, 
that  property  aggregating  millions  in  value  are  now 
sold  eaeh  year  to  customers  many  miles  away. 

There  are  two  widely  different  methods  of  selling 
real  estate  by  mail  One  is  the  system  of  selling  land 
owned  or  controlled  by  the  real  estate  dealer  direct 
to  a  distant  client.  Most  of  the  property  handled  in 
this  way  is  undeveloped  western  land  or  city  suburban 
lots. 

The  other  mail  selling  method  is  that  used  by  con- 
cerns having  representatives  located  in  aU  parts  of  the 
country,  the  firm  acting  as  a  clearing  house  for  any 
property  placed  in  its  hands,  selling  it  through  the 
triple  force  of  advertising,  correspondence  and  the  per- 
sonal solicitation  of  its  authorized  agents. 

It  is  through  the  irst  of  these  methods  that  the  great- 
est volume  of  business  is  now  condnisted,  and  this  has 
very  largely  been  built  up  through  extensive  advertis- 
ing campaigns.  Some  means  of  reaching  and  appealing 

61 


^  'ESiMMMQ  BMMj  ESTATE 


RUSSELL  SAGE'S  ADVICE.  ^ 

^YmtmMmik  Buy  New  York  Real  Estate,^ 

MM  iMtk  Willi  Horace  Greeley's  aphorism—"  Young  man,  go  West. " 
m^lJ^£X,^uVSSJ%^,  ■  ^  "  "     «"o»»>er  maxim  of  which  fm 

^^^^^^itjo..,.n^^  H  RFVNOT  PS*  BOROUGH  PARK 


alii*  ti'iKS^^.'T?^"!''^'''' **''*<'" ''«'Jord«r  to  H.J.  Monk.  Jr..  Em..  e4  MobUi  Ala   llw  en»  1>^m. 

^?*"  '■.^ujlty room  lo  qocMiM  tlui  Mr.  j„    1 

^^?nn!\iAi?rtfi  rim  Zy.'ST!!  li»oH>SCtl»«  noU  saMit  improremtBU.  ii  u  u  ccruin  u  aiiyiiS 

^SMmStTML  1^  •*  tiM  new  laptd  aauit  tuonel  u  ia  unvrcn  umler  Um  »iicr  bctwacotheBmSrM 

■■  frfTS^kll'?^!  j*?!!?^ "*  «•>«' "he^yo"  visit'u.  you  an  «e  th«  hunrfrrrf.  of  I ,  iWint^  and  imwOTe- 
— »t»«  OMief  CO«pan>e«  tell  you  m  Ihc.r  f\ow:ug  pro;-;>«;u  .e.  ihty  j.^.-  goin^  ^    «  a  unproTe- 


■CS^hjLSj&If  S!!3tt»*£?iSSi?l^^  prooi^  but  .  tract  on  .hich  o«er 
TM  ItMikM.  IM  ■B*r«  b«IMIii«t  ■^■wiM.^— .w. 

T5l3Lt"~ *•  «^  •rSM!S^ ^SLhJT.*  ••'^ 


A  tmrnaty-ta  wmmxt»;  no  change  of  can,  tmt  m  Aw  OMb  An. 


■  tS? ImayttS^SLjTTS'i^'i^        ,^      '  '"y  '«  or  l<H.'. Hotted  vou  for  an/lth«  | 

I  SrtiiSe^iXT^  >^  off"  of  free  ^Iw,  I 

\WL fk itmut*  momii  park  company,  7n  nr^n^^,*^,     v..i,  i^fy  I 

iM.  •i%titip«BMite  in  a  nimiw|p  which  ataitHi  aai  'imtemd  a 


SELLING  REAL  ESTATE  BY  MAIL  68 


to  the  man  with  money  to  invest  is  naturally  the  first 
requisite  for  selling  by  mail  so  high-priced  an  article  as 
a  piece  of  property.  This  must  be  effected  through  a 
Glass  of  advertising  which  indicates  by  its  contents,  its 
eomiHtltion  and  the  medium  which  carries  it  that  11  is 
the  reliable  proposition  of  a  reliable  concern.  Standard 
magazines  are  undoubtedly  the  best  mediums,  for  in 
addition  to  helping  the  cause  of  the  advertiser  by 
usually  guaranteeing  his  integrity,  they  reach  the 
greatest  class  of  desirable  readers. 

Best  Methods  of  Reaching  the  Man  with  Money  to 

Invest 

Blany  of  the  best  prospects  for  maE  transactions,  the 
long  distance  dealer  will  find,  are  located  in  country 
villages  and  on  farms.  They  have  a  thousand  dollars 
or  so  which  they  have  held  in  the  bank  drawing  a 
meagre  interest  for  years  possibly,  waiting  for  some 
investment  of  certain  profit.  They  have  a  vague  idea 
of  the  fabulous  values  of  city  realty,  hut  never  have 
they  made  a  definite  move  to  seek  an  investment  simply 
because  the  investment  has  never  come  to  them. 

Here  is  the  opportunity  for  the  exploiter  of  the 
suburb.  But  he  must  appeal  to  his  prospect  in  two 
ways,— first  by  educating  him  to  the  possibilities  of 
increase  which  city  property  affords.  Little  concrete 
instances  of  marvelous  profits  go  far  in  this  respect 
They  have  a  wonderfully  irresistible  pulling  power  that 
the  man  with  an  eye  out  for  investment  can  seldom 
pun  by.  He  wants  at  least  to  learn  more  of  any  oppor- 
tmity  whieb  offers  bim  a  similar  patb  to  fortune. 

For  instance,  a  well  known  dealer  not  long  ago 
launched  a  campaign  for  selling  Chicago  real  estate  by 
mail  The  following  appeared  in  the  first  advertisement: 


illUiINQ  BBMi  ESTATB 


"Back  in  1839,  when  rabbiMmntiiif  was  exceUmt 
in  the  brush  on  the  lake  front  south  of  Yan  Bnven 
itreet)  and  the  postmaster  knew  ereiybodj  bjr  his  int 
Baut,  Br.  SjlTester  WMlard  pud  out  |327  in  eold  eaah 


V^B  ^pJI  tLhovLt  that  real  estate  you 

rr  c  hJCUp    ii^ye  been  trying  to  sell  for  years? 

We  can  find  a  purchaser,  or  sell  any 
other  kind  of  property  you  may  have 
to  offer.  We  handle  real  estate  of 
any  kind,  anywhere,  and  can  sell  as 
easily  in  Maine  as  in  California. 
We  have  a  thorough  knowledge  of 
realty  values — our  services 
are  at  your  disposal  . 

P_ROPERTY 

S  Perhaps  you  have  been  looking  SS 

/A         for  a  farm,  ranch,  city  realty,  a 
II  /iny    summer  home,  a  hotel  or  a  factory.  If 
n  yow  wish  to  buy  property  of  any  kind 

iclfl  —tell  us  what  you  want  and  where  you 
want  it  We  will  find  it  for  you  and 
buy  it  at  a  price  that  will  please  you. 


of  the 


W€  win  iiiiiljr  siipply  detailed  information  ro  anyone 
tntvtslcall  tilfingor  selling  realty  of  any  description. 
Bianlu  for  buying  or  selling  properry  may  be  had  on 
afililicatiaii  to  this  office  Send  lor  a  coiDDUmeniary 
copf  Of  iwr  vftloaUtt  book  Of  Jiltmi  pn^^ 


aJIHieS  RDEUTY  REALTY  SYNIMCATE 

4i0  IqwiteUe  Building  Balti'mo 


Bait  imore,  Md. 


•ivertiBiieiit  uaed  by  one  daas  of  maM  mdm  *^f«i»rltt  lolicil* 
■IB  prapcity  to  bandle  in  any  put  of  tbe  country 

for  lot  8  in  Mook  M  of  the  Fort  Dearborn  addition. 
People  wondered  what  had  eome  over  the  physician, 
and  it  is  handed  down  that  the  transaction  shattered 
the  faith  of  a  number  of  his  patients  who  iffored  tkst 


SVT.T.TMH  WAT.  1i*fi|(PA'^TO  HIT  IffATT.  ttK 


sneh  a  reekless  investment  didn't  speak  well  for  any 
man's  ability. 

"The  doctor  held  the  property  for  three  years  and 
then  sold  it  to  Erastus  Cole  at  a  good  profit.  The 
property  changed  hands  several  more  times,  and,  in 
1876,  was  purchased  by  Marshall  Meld  for  $191,000. 
The  lot  is  now  the  site  of  part  of  Mandel  Brothers' 
great  store  and  would  probably  command  a  purchase 
price  in  the  millions. 

"During  the  past  ten  years  (since  you  visited  the 
World's  Fair)  Chicago  has  doubled  in  population— 
grown  from  a  little  more  than  one  million  inhabitanta 
to  more  than  two  million.  Chicago  is  growing  five  times 
as  fast  as  London,  six  times  as  fast  as  Paris,  four  times 
as  fast  as  Philadelphia,  more  than  twice  as  fast  as  any 
other  great  city  in  the  world  except  New  York,  and 
nearly  twiee  as  fast  as  New  York.  Just  think  of  itl 
Better  read  this  paragraph  several  times— earefolly. 

"Now,  here  is  the  important  part  of  this  story  for 
you.  You  have  a  very  exceptional  opportunity  to  make 
money  just  as  thousands  of  other  people  have  done — 
by  investing  in  real  estate  that  is  sure  to  rapidly 
increase  in  value  fbr  a  long  time  to  come.  Here's 
another  important  consideration  too— it  will  cost  you 
only  $10  a  month  to  take  advantage  of  this  opportunty. 
W  course,  you  can  afford  it. 

"Fill  out,  tear  off  and  mail  to  me  the  coupon  on  this 
page  if  you  want  to  know  how  to  secure  a  lot  in  the 
best  industrial  suburb  of  Chicago  at  a  remarkably  low 
price  and  on  the  easiest  kind  of  terms." 

Here  was  only  an  old,  old  story  of  a  fabulous  increase 
in  property  values,  but  in  the  mind  of  the  man  who 
read  that  advertisement  as  he  sat  by  the  evening  lamp 
in  some  Iowa  village,  it  created  a  new  impression.  He 


SELLINO  BEAL  BSTATE 


D 


BUY  GREATER  PITTSBURfiU  REALTY 

Hit  City  of  MoKeesport  is  tbe  hMurt  of  the  Pittsburgh  industrial  distriet— 
tlM  Kreateet  manufacturing  orator  in  tin  worid— and  ARLINGTON 
h  M»  dwicest  residence  section .  WMiiil  a  nKiius  of  five  niila  of  AR.UNGTON  ( see  Hlus- 
tration  above)  are  manufacturing  ptems  pyiilg  out  to  woricnMn  ever  $l94MNIOiMMI  • 
Ymmr.  No  other  district  of  similar  si«  !•  OM  WKldcaii  agp—ci 'H  W a  'wat^paylaf  CHIIW. 
McKMsport  never  knows  hard  times. 

BrTT«Mii«  r-u  B  »  Ai  ■wv  master,  says.    Buy  real  estnte.    H.  C.  l-rick, 

PITT5DVR.OH  tCKAI^TT  Pittsburgh's  greatest  financier,  ha$  himsdf 

made  millions  of  dollars  in  real  estate  in  the  Pittsburgh  district  And  the  opportunities  of  the 
future  are  greater  even  than  those  of  the  past. 

AK.IJNGTON       beautifully  located,  within  five  minutes  of  McKeesport— only  thirty 
minutes  from  Pittsburgh  City  HalJ— and  four  to  ten  minutes  from  the  West- 
inghouse  works  at  East  n^^M^  and  Wilmcrdbig,  and  other  milts  and  ^tories,  enptoylng 


upwards  of  one  hundraitlMMii  MB.  It  liafcity 
aty  improvements. 

Streets  and  avenues  are  wide,  and  lots  raace  from  thirty  to  sixty  feet  front.  It  Is  a  high- 
daas  residence  district— yet  owiof  to  the  fact  that  it  has  been  bought  and  improved  by  capital- 
iit»  wtwae  sbiKt  i»  to  reaias  pcowotiy  on  their  invcsttwiit.  rather  than  make  large  proms,  it 
li  oomd  at  piicaa  (fiat  ylaoa  it  absolutely  at  the  bead  of  the  real  csUte  opportunities  ofihe'ycar. 
It  it  ml  a  speciiiaMoo.  but  a  soHd  iavcstatnt  which  cannot  fail  to  bring  large  returns. 
•m  gcriippc  aMV  IfW  balaiiflecanbepaidatf«to>ioa  month.  No  taxes  or  Inters 
tm^KMJm^  AWf  Ull  citiintiijjo6-jlbendd6co^  cash,  h  is  tht  opportu* 
idly tf a IfMlnMio^^Meta FNtsbnfglh's a^owkfful piMpnfty.  ^^^I^^J^I^^^^^^ 


<gb  Co.  '^^J^^s^£!&:Ssssbil^ 


W«.WU:«CWT»TIV«  HOCftTS  WHXTrn  <H  ^CCTIOM* 


Id'  tmrmii'i''  flii  'ViIimi  'OI  'CIm  '§m§ittty 


SELLING  BEAL  ESTATE  BY  MAIL  67 


had  never  before  realized  that  Chicago  had  grown  so 
fast;  that  it  was  still  growing,  faster  than  any  otiier 
eity  in  the  world;  that  there  might  eTeh  now  be  in 
oppoFtnnlty  for  him  to  proit  by  its  development.  Tel 
it  WBM  theft  in  his  hand  and  he  had  only  to  fill  ont  and 
mail  a  coupon  to  learn  the  secrets  of  his  opportunity. 

That  this  is  exactly  the  effect  of  such  an  appeal  and 
that  many  a  man  fills  out  the  coupon  while  the  favor- 
able impression  is  still  with  him,  was  attested  by  the 
fiood  of  responses  that  resnlted  from  this  identieal 
advertisement. 

But  the  real  estate  advertisement  must  be  more  than 
attractive,  it  must  be  a  guarantee  of  good  faith,  it  must 
convey  the  certain  impression  of  the  absolute  reliability 
of  the  eoneem.  This  is  best  aeeomplished  in  two  ways, 
—by  nrginf  the  prospeetive  buyer  to  visit  the  property 
in  person  and  by  making  the  terms  of  pipncnt  as 
favorable  as  possible  to  the  purchaser. 

AUrmUng  Bminess  by  Giving  the  Buyer  a  Gum- 

mtee  of  Good  Faith 

One  of  the  .most  sneeessfnl  New  York  firms  has 
maintained  throughout  its  campaign  the  following 
offer: 

"As  a  guarantee  of  good  faith,  we  agree  with  all 
persons  living  east  of  Chicago  to  pay  you  in  cash  the 
cost  of  your  railroad  fare  to  New  York  and  return,  if 
you  visit  our  property  and  find  one  word  of  our  adver- 
tisements a  misrepresentation;  in  ease  you  buy  will 
credit  cost  of  the  fare  on  your  purchase ;  to  those  living 
farther  away  than  Chicago  we  will  pay  that  proportion 
equal  to  a  round  trip  Chicago  ticket." 

As  a  further  assurance  of  their  own  faith  in  their 
land,  the  same  company  agreed  that  If  their  lots, 


SEIliING  EEAL  ESTATE 


CONVINCiNQ  EVIDENCE 
mm  m  Over  the  Coimtry  as  to  flic  Value  of  Our  Proposition: 


$10Sccurcsa$480Lot 


01  GKEAIHI 
iiW  YORK' 


THOUSANDS  of  readers  of  Miinsey's  remi  with  jpreat  interest  oar  announcements 
under  the  above  licidtng.  in  wlilcli  w«  made  some  remarlcable  statements  re- 
garding New  York  City's  growth  and  the  marvelous  increase  in  its  property  values. 
The  opportunities  for  profit  in  New  Yoric  real  estate  are  to-day  infinitely  greater  than 
they  were  in  the  early  times,  as  we  shall  be  giftd  to  prove  to  any  inquirer. 

"  AlSWARiuillRioORD 

tislBf  appeared  mom  nontba 
•g*.  WT  have  tald  MOO.OOO  worth  ol  Brooklyn  property  to  people  In  all  parta  of 
th«  world,  from  Aiaafca  to  nanlla.  South  Africa  and  Brazil.  bc»Mes  almost 
$1 .000,000  worth  to  realdentd  ol  New  York  City  itaclf.  THOSE  WHO  INVESTI. 
OATEO  ADDED  S200.000  TO  THEIR  ORIGINAL  PL!*C>1ASC5.  Of  the  700  people, 
ts  wboM  we  mM  toU.  360  have  vi.»UeJ  Ntw  Y  ork  at  oar  expense.  One  atked  lor 
W»  ■•■■y  hack  md  got  M.  72  persona  confirmed  their  originaJ  purchafes,  and 
a^lBOTMMd  tMr  Mitagi  to  an  aggregale  ol  $200,000;  the  most  aarveloua 
itam^  tt  aMMMABtlM  avar  givea  a  commercial  houae.  A  letter  to  us  will  give 
r—  tttttr  — M.  doMhtleaa  mmtt  to  yawr  own  locality.  We  sub|o«n  Jitat  a  lew 
mN  ol  MaVMVl  aivrMtotlva  tottefs  raccivad  from  Mall  Order  Custoaor*.  Many 
ky  Mi  totMMqr,  wiabt  iratyouonapplkathM.  Anyolthea* 
•taily  — nryoar  Inqiilrtea  If  you  encloae  a  2«eat  stamp. 


Wilket.  low»,  Nov.  30,  t9Dl. 
*  Co..  Sew  V<Kk  City. 
t  wish  to  cvfMTM  mv  entire  co«> 
■IMMla'ltBlby  '     I  lisl.1  Ml  enicfyl 

mgma  Ito  Wad  trestmrm  I  md^cd « 
aflot  aa  mtf  laccni        is  N;»  Vgife. 
ttal  •••  Isilln  aad  |«»le<«m  lailnA 

*(eUeafMiAair<«»hM  *»  »  lilMM 
M  »«min  a  ■lawKimi  taUmi  pititm  af 

Hmklj-m.  I  imii  i» iMi tuM by  In  ii laliis 
!<•  Prmiscvl  p»rk.  >te  MMlnt  taUiiml>i.i  mm 
the       access  to  tlie  Imi^Ims  psn*  ol  Mtw 

Y,irk  and  Htooklvn.  the  ide^l  ^oA  uniform  tMV> 
Ia  *:  >f  tS*  f-iuie  \iic.  I'ld  the  i«i;m>v(.<n,eiM» 
whi  h  your  htm  arc  mjV.o^'  lit  t^iniUiiij;  \trccfs 
M'ld  i««KttfyiaE  tte  itopcrtr.  I  douhicA  my  iwr. 

1  sbwiiii  »(t)i  fgmt 


ytMi»  a<lv*Tti5emcn:  »i.  a  pJitn  ^U(cin>-nt  of 
Mclv  t  found  the  fact^  mk^  >^tM-tctot%  thaa 
•  at  aatkipalMt  by  resdine  the  adveftisclMsl. 

I  wM  iiMicg  thaaTk— aJ^Uh  ihe  iaii  itiaiat, 
sad  cske  Uili  opporitmity  rociprvt«  my  enninde 
•kac  y««  made  Mch  a  iimlnw  proftaMCioa  p«»- 
siMe.  I  lUM  lavsMed  la  K.ixal  tMtikUne  aad 
tsaa  naociations.  kan  intutrd  in  a  awabec  et 
dMfafeat  lawrasca  coflnpaBie<.,  have  rairckased 
•Cal  Ctlaic  In  difcnal  rlr^ifahk  l.x:.ilill<:l,  bat  I 
tsaiMer  mr  la«eanneat  ia  Ri«<>y  itwe  bnt  In- 
ttniaffinl  aod  the  beat  liuwraacc  I  mtc  ever  made. 
TliaaMiif  ysatbrfow  coafWsaslfTStnxiii.  and 
MMf  tee  aqr  way  clcsf  tn  make 
'  '     I  si  aa  caely  dau 


•  Rii^b).  Rut  ihii  lime  I  wanted  to  tea 
Ihe  lalsand  aarroundia^t  «tihou(  aa  agent,  foe 
I  fcstad  Ikaf  «Ml  aa  acent  of  the  hm,  coiidiiloM 


■tawMa  waa  raa  I 
am.  jrawa  tiwy. 


h  htm  arc  mjV.o^'  lit  ffi 
«aattfyiag  tte  i>fo|xrty.  I  ikh 

liaStia^M^^^Sa'^S 


C.  r.  MOORS. 

Ttoa  t  Itofk  Ttaa  •  Man 

e  SufN.  of  PubHc  Vhoola. 
HaMtMMidaa.  Pa..  Hmt  iS.  asai. 
*Ca..Nc«YsA 


-  _  -  la  loo  xl^wHi^  colon.  But  I 
•aa  rkliwail  mm  the  f^|in»emeUa.  SmI  oa 
ceaiae  baiM  I  ia«eMed  la  eMa  aMrc  Ms 
maklac  laalac  lata  ia  all  pweSaHd  hy  las. 
w«>d,  Hatmoa  *  Co.  in  my  ndaiallea  aie 
«tMily  rtlUble.  and  ptwcteataf  kta  of  Umb  b  a 
•afrand  prcStable  kuratOneal. 
■  Vou  auiy  a>e  tl  l<  (or  poblicailoa  If  too  cm*' 
iMtrliafany  ealoe,  bai  I  ha«e  •r«ra  k  linpiy 
"JOy  bonaat  opiaion  In  rrpard  to  yoof 

 rly. 

KIMBF.R  CLEAVER. 
iHipt.  of  Fabhc : 


i»lklaa«<ii      make  taqafcy  eaa- 
_  tlie  leliaUitty  of  the  Irm.    Altar  la«eati> 
«iaa»  aioa:;  this  line  to  my  tatlilbctioa.  I  «tule<l 
Newroekaad  found  tfc<t  itic  hMa  tvne  all  titr 


ftnMiiial*k  OAcB,  Sem  mmeaicd  ilten  to  Le— mm  braoMlil  ai<d 

^atff—PI  .toilMia  'BSPflL      haallMul  a>  to   kKation    and    wiihia  thirty 

■■jlf  W-  wmt-  f"'ai 

■  •Qa. 

iijm  Oiliadi'  aaptMNi  h  'laaalhai 
kiil  atMam.  *»iaaaaaii.lpi»«hasa* 
lata  aad  oWiad  tiism.    I  ikca  ine>  that 


•SsWOlyNaKlrOlirtr" 

0«ce  of  L.  \K<ll»i.iv,  ArthNect  and  HaiUdef. 
Real  £hlatcaH>l  In^ur^iNce  Adjwktcr. 

  ^     .  Ironloo.  O..  No».  3P.  N»t 

traSM  Waod.  Ha.  aon  i  Co.,  New  Voek. 

Cea"«"'sa  I  •o«M  like  w  aaa  a  anad  i_ 
CanHag  my  opinlaa  «f  Ragtar.  1  iMMt  Ito 
|>l.'>ce  in  SciKemtce  last,  aad  Itmt  iaBSBd 
won  ilua  I  eaoecied.    TW  dhtHCt  to*  Kdv 


'  tide  of  City  Hall  in  New  Yoik.     I  at 

 bnafkt  two  loti.     Retuenlns  houie.  tliink' 

has  abaal  tia  lot*,  after  M«<e  delltvatloa  I 
hmigkl  tau  aM»«  lata.  Ha«lne  otrcailan  aboM 
two  montiK  after  llij»  to  so  la  New  York.  I  aifaiH 


Vorl  appeanti  quke  abort,  wkk  a  taUd  cba 
■kejriy  to  Ihe  llmlt%  of  Ruct>y. 

In  fact.  I  tiKHighl  M  well  of  Uic  ^acr  ihil  I 
Hdar  Mn  bayamkMhil.  The  iaaaiaace 
mooaaalmaJs^Haaatoai  hi  tkepttipouclon. 

Vaaia  tntly,  • 

t.  WILLIAMS.'  * 


FREE  TRIP  TO  NEW  YORK 


■  vr  Mt^TT  1  viyiw  chh-ta  to  wKf  y—  to  cm> 
^M«*y»rap«Tty  aa«  mitSwmdSrmt  ifi  wmii 
caalaf  tfeatofaaa  yaarMMftaw:  to  tiMaa  tvtof  to 


Myaa  viait 
hay.  we  vIM  cradH  caat 

propartlon  equal  to  roaad^rlp  Ckicar*  tl 


As  a  giMranta*  M  gaad  toHh.  we  agree  with  aH  | 
II  CMk  tke  cagt •! 

llillMtoff  tolillBiiiiiHaUia;  ar  to  caae  you 
'  tfcaa  Cklcata.  wa  wto  pay  that 


Hvtof  Eaataf 

ttoNcw  York 


REMEMBER  OUR  OFFER  S,Ty',!5'%rr.:;.''tt 

cxpiraliosi  cd  tba  yav  im.  tkia  S4M  lot  6  aa*  worth  «S7*-^  20  per  cent.  Ii 


96  per  asonth  unlH  paM  tor. 
aublect  to  the  ' 


followtoc 


tova  paid  as  with  6  per 


fsm't  tkit  nidem*  iiffficirHtly  c«"vimtimg  /• 

Im/mci  <«  Ut,  mn  SELLING  ^t:  K  V  FASTywt  wHt  mr  Ua: 


WOOD,  BARMON  &  CO,  MPT.  «P3,"  JS" 


OW  ll  ftilKlily  SQcteasfol  aeries  d  magazine  advertisements  soliciting  mal  OlilB  §m 


SEIMMQ  EEAL  ESTATE  BT  MAIL  61 


boQglit  on  a  montMy  instalmeiit  bssk,  luid  not  in« 
ereased  in  vftlne  twenty  ^er  cent  by  the  end  of  the 
following  year,  they  would  refund  the  amount  paid 
to  date  with  six  per  cent  additional  interest. 

Within  a  few  months,  throngh  this  advertising  cam- 
paign,  the  eompany  sold  by  mail  akme  $600,000  wmrth 
of  snbnrban  properly,  not  only  to  buyers  in  all  pairts 
of  the  United  States,  but  in  Alaska,  the  Philippines, 
South  Africa  and  BraziL 

The  Ckanng  House  Pkm  the  Second  Method  of 

Mail  Selling 

MaE  selling  agencies  eondmeted  npon  the  other  prin- 
ciple, that  of  working  with  the  aid  of  personal  repre- 
sentatives to  bring  together  the  bnyer  and  the  idSfir, 
usually  divide  their  business  into  three  distmet 
branches :  the  home  oflSce  organization ;  regular  branch 
offices—conducted  directly  from  the  home  office,  and 
independent  real  estate  men  and  attorneys  in  as  large 
a  nnmber  of  the  fair-sized  cities  thronghont  the  comitfy 
as  it  is  possible  to  obtains  These  men  eo-operate  with 
the  branch  and  the  home  offices,  and  their  compensation 
is  based  on  the  sales  of  property  made  direct  by  them 
throngh  information  and  other  details  furnished  them 
imm  headquarters. 

These  independent  real  estate  men  and  attorneys  are 
not  only  used  to  find  purchasers  and  to  close  sales,  but 
incidentally  there  is  obtained  from  them  from  time  to 
time  lists  of  available  property  which  the  home  office 
can  offer  for  sale. 

When  property  is  recorded  at  the  hinne  office  where 
all  the  listing  is  done,  fall  descriptions  of  the  property 
are  at  once  sent  to  the  branch  offices  sitnated  in  the 
nearest  territory  and  it  is  upon  the  efforts  of  these 


Avoid  Speculation 

Invest  in  Land 


$10  Down— $10  A  Montii 


luicllIC  tt  MUfctt  ii  ttc 


Peoinsula  ^  MIciilgan 


Pppcf  Pi 


ila  Land  A  Sound  Imtsliiiciil 


A  VAwnn  BOME  (V  Tn  vfpcb  rtsamh «r  voucaji. 


 "    ■ —   .  CiadMMM.  St.  Trnct.  jApmmm,  SmIi  Sw.  Mate.  Vtm^amT 


itm  cmcUnd.  ThcbBdcroxibandanUyallftaplcfarm  prodiwti.  the  but  ippln. 
 — »rb»H>.   II  IS  a  KM (raiiiw  countiv  and  Mock  i*  raised  jnd  t>rfd  with  rrrar  »u««t 

A  SOUD  FOUNDATION  FOR  THE  FUTURE 

  -         ■      *   ■        .  _  


I*?A"^52?' b«lie»e  vour  invcr.tment  m-ill  be  ntH^actory  and  profiiable.  We  aw 

-^.J?"  *  *»  *"  KT  **r*-  tPttly  whal  il  is  wonh.  We  havenoacmtx.  <  — 

We  five  you  a  clear  deed  jnd  renervw  no  mineral  rifh_   

'  "*  !"y  WljUr  reiiiMula..  Should  you  die  before  yon  are  entitled  to  a  deed,  curl 


.   ■  .»  »nnu«ii«.   onouiu  ywi  aie  Dciore  yon  are  entitled  to  a  dee< 

ikai  iMUitiM  nfcncby  pnocipal  and  uterest  will  be  returned  to  your  bcba  if  Ihcy  lo 

Be  Master  of  Yoar  Own  ~ 


will 


B«y  ew  land  and  pave  the  way  lornediabataMial  pro«i. 
isafeandiuretobrincpnWiabUrMwiu.   Fill  oi 
for  you  if  you  to  deaire  4t  acres  or  Bor«  ol  toad  lai 
urn  ImA  Md  hril  ttttiotUn,Mm,  •fc 


9.*. 

rint  Naiiooal  Baf 
Mnniamc  Sate  BA 
Stale  Sanon  Ba«fc.. 
'Clcvclaad^liSs  b«iQ^...- 

Mantstique  Bank.  

W< wbeii y  Bank. 

First  Natioiul  Rank  

~         '  SaviRcx  Baak .... 


■dvcrtiaeineiil,  wilii  comer  cxmpon;  port  of  a 
furm  proprty  by  mail,  an  educational  repi 
of  Uie  value  ci  farm  laad  aa  an  tnmtmtnt 


for  mU- 


SBMiING  RBAL  ESTATE  BY  MAIL 


71 


braneli  offiees  Hiftt  the  greatest  relianee  k  plaeed  foi 
the  sale  of  the  property  loeated  in  the  temtofjr  eovered 
by  each. 

In  the  listing  files  kept  at  the  home  ofl&ce  the  prop- 
erty ia  so  classiiied  and  indexed  that  any  inquiry  calling 
for  a  partienkr  pieee  of  property  may  be  quickly 
handled,  and  all  of  the  property  on  ile  meettng  the 
requirements  called  for  may  be  at  once  turned  to  and 
a  description  of  it  submitted  to  the  buyer.  If  none 
of  these  properties  suit  him,  all  subsequent  listings 
vhieh  come  near  his  requirements  are  submitted  to  him 
at  promptly  as  possible.  This  procedure  ia  kept  up 
until  negotiations  are  brought  to  a  point  of  sale,  when 
th^  are  submitted  to  the  local  agent  to  dose. 

Iki  order  to  make  a  success  of  this  method  of  selling, 
the  co-operation  between  the  branch  offices  and  the 
local  agents  must  be  very  thorough.  It  must  embrace 
a  system  which  will  allow  the  business  to  be  done 
ilrectly  and  promptly,  passing  through  as  few  hands 
aa  possible  and  reducing  the  work  at  the  home  office 
to  a  minimum. 


Keep  Going 

WHEN  one  task  is  finished  jump 
into  another.  Don't  hesitate. 
Don't  falter.  Don't  waver.  Don't 
wait.  Don't  dawdle  in  the  hope  that  in- 
spiration will  strike  you.  Inspiration 
is  more  likely  to  stnke  a  busy  man 
than  an  idle  one.  Save  the  hours  that 
ave  wasted  in  waiting.   Keep  going. 


How  to  Sell  Property  Through  Illiis- 

trative  Records 

Wf  Jk¥01l8TU8  ROST 

  'iwB"  ^^B»  IBIF  ^Wr  WKKF       "^■■r  "VIP^  Wmr' 

Anj  roftl  estate  operator  of  note  will  readily  ailinil 
tliat  many  sales  liaye  been  lost  because  of  tbe  time 
spent  in  arranging  details  and  beeanse  of  the  poor 
arrangements  for  showing  and  inspecting  tbe  land  or 
property  in  question.  Sometimes  deals  have  been 
known  to  hang  fire  for  months  and  then  fall  through 
because  the  prospeetiYe  buyer  could  not  so  frame  Ms 
business  and  other  engagements  as  to  visit  the  property 
in  i|uestion. 

Oftentimes,  too,  the  prospective  purchaser  lives  in  a 
distant  city  and  vivid  descriptions,  by  letter,  of  the 
property  discourage  rather  than  interest  him-  He 
grows  to  feel  that  the  handler  of  the  property  is  over- 
anxious to  dispose  of  it  and  he  finally  rests  his  ease 
witli  the  remark,  "If  I  eould  only  see  this  property, 
but  that's  out  of  the  question  now,  as  I  cannot  spare 
tie  time  to  make  the  trip." 

The  system  given  here,  however,  which  has  been 
successfully  used  by  the  Lincoln  Trust  Company  of 
St.  I#iils»  is  so  thorough  that  it  meets  at  a  glasee  every 


SBMjING  by  IMiUSTEATIVB  KECORDS  f  3 


argument  of  the  prospective  buyer  or  renter.  In  an  in- 
stant after  the  wants  of  either  are  learned  they  are 

placed  in  possession  of  every  detail  connected  with  the 
property  which  comes  nearest  to  what  the  customer  is 
believed  to  want.  Without  moving  a  foot  they  are 
"shown  the  property." 

An  Easily  Accessible  Mode  of  Keeping  Records 

of  AU  Properiy 

By  way  of  illustrating  this  system,  let  us  say  that 
inquiry  is  made  by  a  prospective  customer— a  man  look- 
ing to  invest  in  flats  for  the  purpose  of  renting  them 
for  revenue.  His  ideas  are  carefully  studied  and  the 
elerk  in  charge  of  that  department  takes  from  the 
files  a  card  (Figure  I)  which  contains  not  only  every 
particle  of  information  concerning  the  property,  but 
also  a  photographic  reproduction  of  the  land  and  the 
building.  In  an  instant  the  investor  knows  whether 
it  would  be  a  waste  of  time  to  visit  and  inspect  the 


Fcnn  I:  Cud  for leootd tad  pliolooi  MiaiiiitiiwBt        puliealafs wgwdiinfidlitieg 


INTEMTIONAL  SECOND  EXPOSURE 


How  to  Sdl  Property  Through  Wus- 

trative  Records 

Jkmy  real  estiile  operator  of  note  will  readily  admit 
that  many  sales  have  been  lost  because  of  the  time 
spent  in  arranging  details  and  because  of  the  poor 
arrangements  for  showing  and  inspecting  the  land  or 
property  in  question.  Sometimes  ieals  have  b®«ii 
known  to  liang  ire  for  months  and  then  fall  through 
heeanse  the  proapeetiire  buyer  eonld  not  so  frame  his 
business  and  other  engagements  as  to  visit  the  property 
in  question. 

Oftentimes,  too,  the  prospective  purchaser  lives  in  a 
distant  city  and  vivid  descriptions,  by  letter,  of  the 
property  discourage  rather  than  interest  him.  Me 
grows  to  feel  that  the  handler  of  the  property  is  mme- 
anzions  to  dispose  of  it  and  he  inally  rests  his  ease 
with  the  remark,  "If  I  could  only  see  this  property, 
but  that's  out  of  the  question  now,  as  I  cannot  spare 
the  time  to  make  the  trip." 

The  system  given  here,  however,  which  has  heen 
mcessfnllf  iieil^  hgr  'the  Lineoln  Trust  Company  <yf 
St.  Looiii,..  Mm  'iiifiroiili      M  moiti'  at  b  glaneo  mmy 


SELLING  BY  ILLUSTEATIVE  RECOEDS  T3 


argument  of  the  prospective  buyer  or  renter.  In  an  in- 
stant after  the  wants  of  either  are  learned  they  are 
placed  in  possession  of  every  detail  connected  with  the 
property  which  comes  nearest  to  what  the  customer  is 
believed  to  want.  Without  moving  a  foot  they  are 
••shown  the  property.'* 


An  EmUy  Accessible  Mode  of  Keeping  Records 

of  All  Property 

By  way  of  illustrating  this  system,  let  us  say  that 
inqniry  is  made  by  a  prospective  customer— a  man  look- 
ing to  Invest  in  flats  for  the  purpose  of  renting  them 
for  revenue.  His  ideas  are  carefully  studied  and  the 
clerk  in  charge  of  that  department  takes  from  the 
files  a  card  (Figure  I)  which  contains  not  only  every 
particle  of  information  concerning  the  property,  but 
also  a  photographic  reproduction  of  the  land  and  the 
bailding.  In  an  instant  the  investor  knows  whether 
it  would  be  a  waste  of  time  to  visit  and  inspect  the 


Mng^^    L-  J.  J 


■■  ( 

PVvmanH^^  .  ^-^ 

«R«ec  s   ft.  • 

tr  ^  rt* 


CAS  ii^Tii^TjEni^^ji 


ISBUiINe  IBAIi  ESTATE 


 '-^ 

t 

X 

;-■      .  ■  •■; 

■  n- 

■  i  ]■ 

iimimmmmAmmtk 


w  IMCK.  01  Jrann  it 


locBliiMi  of  bniiiliMt  in  Mn** 


*• 


property  photographed  on  the  several  cards  shown  him. 
Bj  the  side  of  the  photograph  is  a  description  of  the 
jpmipmtf.  Il  inelndes  the  toeation,  site,  number  of  iat% 
tenants,  rooms  and  rental  of  eaeh  iat,  together  with 
^e  income  a  month  and  per  annum,  the  sale  price, 
both  cash  and  time,  and  the  fact  that  farm  property  to 
the  value  of  $10,000  will  be  taken  in  the  transaction. 
Nothing  is  overlooked— paving,  oellarst  gas,  billiSp 
ptnmblig  and  all  described  folly. 

Hmv  ihg  Location  of  the  Property  Is  Indicated  on 

Coeds 

The  photograph  of  the  property  and  full  description 
having  been  furnished,  the  investor  naturally  desires  to 
isow  in  what  part  of  the  block  the  building  is  located 
and  which  direction  it  fmm.  This  information  is 
fled  by  glancing  at  the  revme  alio  of  the  card  (Mg- 
m  II),  on  which  the  property  is  marked  with  a  cross, 
and  is  shown  in  the  middle  of  the  block,  and  the  card 


BBIiIiINa  BT  niliUSTBATIYfi  RECOEDS  76 


shows  that  it  faces  south.  If  it  is  thought  denrable  to 
eonsnlt  with  the  owner  of  the  property,  the  tatter's 
name,  residence,  business  address  and  telephone  num- 
ber are  all  registered  opposite  the  plot.  The  reverse 
sides  of  these  cards,  even  of  those  which  record  vacant 
property,  contain  all  this  information. 

A  supply  of  these  cards  is  made  for  each  piece  of 
property,  and  in  cases  where  inquiry  is  received  from 
out  of  town,  one  of  the  cards  is  mailed  to  the  person 
making  the  inquiry. 

The  name  of  each  inquirer  is,  of  course,  recorded  on 
a  card  and  filed,  for  the  purpose  of  following  up  the 
prospective  sale  or  supplying  other  parcels  of  property 
should  any  be  entered  which  in  the  opinion  of  the  com- 
pany would  better  suit  the  requirements  of  Uie  In- 
vestor. 

The  same  form  as  applies  to  the  iat  property  also 
applies  for  dwellings  (Figure  HI),  except  that  the 
property  in  question  here  is  for  rent  also.   The  full 


Form  III:   Card  siiowing  use  for  w-ovidlng  a  complete  illustrative  record 

of  a  dweUing 


INTENTIONAL  SECOND  EXPOSURE 


ittiiililliiiM«mi!!iiiiiaaiiiiiiiiiiiiriiii!;: 


li!!!!]l!!ill!lilllllS|iill3i;i 


14 


SELLING  REAL  ESTATE 


II:   Back  of  Farm  I,  showing  location  of  building  in  block  and  owner's  addrcM 

property  photographed  on  the  several  cards  shown  him. 
By  the  side  of  the  photograph  is  a  description  of  the 
property.  It  includes  the  location,  size,  mmiber  of  flats, 
tinants,  rmmm  and  rental  of  eaeh  flat»  together  with 
the  income  a  month  and  per  annnm,  the  sale  price, 
both  cash  and  time,  and  the  fact  that  farm  property  to 
the  value  of  $10,000  will  be  taken  in  the  transaction. 
Nothing  is  overlooked— paving,  cellars,  gas,  baths, 
Iilnn^bing  and  aU  described  folly. 

Hew  the  Location  of  the  Property  Is  Indicated  on 

Cards 

The  photograph  of  the  property  and  full  description 
having  been  furnished,  the  investor  naturally  desires  to 
know  in  what  part  of  the  block  the  building  is  located 
and  which  direction  it  faces.  This  information  is  snp- 
pMed  by  glancing  at  the  reverse  side  of  the  eard  (Mg- 
wm  Mh  on  iiiiiih  lie  property  it  msrkid  with  a  eross, 
and  is  shown  in  the  middle  of  the  block,  and  the  card 


SELLING  BY  ILLUSTBATIVB  RECORDS  7ft 


shows  that  it  faces  south.  If  it  is  thought  desirable  to 
eonsnlt  with  the  owner  of  the  property,  the  latter's 
name,  residence,  business  address  and  telephone  num- 
ber are  all  registered  opposite  the  plot.  The  reverse 
sides  of  these  cards,  even  of  those  which  record  vacant 
property,  contain  all  this  information. 

A  supply  of  these  cards  is  made  for  each  piece  of 
property,  and  in  cases  where  inquiry  is  received  from 
out  of  town,  one  of  the  cards  is  mailed  to  the  person 
making  the  inquiry. 

The  name  of  each  inquirer  is,  of  course,  recorded  on 
a  card  and  filed,  for  the  purpose  of  following  up  the 
prospective  sale  or  supplying  other  parcels  of  property 
should  any  be  entered  which  in  the  opinion  of  the  com- 
pany would  better  suit  the  requirements  of  the  in- 
vestor. 

The  same  form  as  applies  to  the  flat  property  also 
applies  for  dwellings  (Figure  III),  except  that  the 
property  in  question  here  is  for  rent  also.    The  full 


LOT  -  ro:,'^**.  **Mt»     ,L<^rt*a^  _  »  

aA.s   «*tt;T*«fr  MjfcH*'-*"^!  i^^M** 


Form  III:    Card  showing  use  for  providing  a  complete  illustrative  record 

of  a  dwdling 


imriptioa  aMompanies  ike  pliotograph  and  the  re- 
rmm  iMe  allows  tie  loeation  and  name  of  the  owner. 

With  reference  to  business  property,  the  only  ehange, 
as  will  be  seen  by  the  illustration  (Figure  IV),  is  in 
the  entering  of  the  particulars  concerning  the  buiM- 
Ing.  The  entire  historj  is  told  briefly^  yet  not  a  fk4St 
talenlated  to  enlighten  a  pnrehaser  Is  overlooked  or 
omitted. 

Sj^mm  of  Kmfkg  M§€wdi  of  Pmsi€€§im  Pm^ 

olmmrg 

In  the  handling  of  vacant  ground  the  card  eontains 
no  photograph  of  the  property  (Ffgore  V),  as  sneh 
property  is  elassiied  as  Improved  or  unimproved,  and 
the  loeation  has  much  to  do  with  the  priee  expoeted. 
The  eard,  as  wit  he  seen,  furnishes  all  of  the  deslrei 
information. 

While  this  system  of  graphic  listing  was  started 
primarily  for  the  purpose  of  furnishing  loeal  prospeets 


SELLING  BY  ILLUSTRATIVE  RECORDS  77 


Fonn  V:  Offd  tccoid  used  in  listing  vacant  propettyt  wfam  no  piioto  i*  p»i«k«lile 

with  an  immediate  and  clear  description  of  property,  it 
will  readily  be  recognized  that  the  method  is  capable  of 
ahnost  unlimited  adaptation  to  the  various  demands  of 
the  real  estate  agent.  For  the  dealer  who  has  any  quan- 
tity of  out  of  town  business  it  will  appeal  espeeiaUy  ss 
a  solver  of  his  one  chief  difficulty. 

Suppose,  for  example,  that  an  agent  has  a  fairly  val- 
uable piece  of  property  listed  in  which  several  remotely 
located  clients  may  be  interested.  He  has  a  photograph 
taken  of  the  property  and  several  prints  made.  Or  at  a 
small  expense,  he  can  have  a  hilf  tone  cut  made  and  a 
number  of  proofs  taken.  Now  if  he  desires  to  send  to  an 
out  of  town  party  a  complete  description  of  the  property 
he  does  not  even  need  to  write  a  long  letter.  All  that 
Is  neeessary  is  to  attach  one  of  the  prints  or  proofs  to  a 
standard  form  card,  have  a  clerk  fill  in  the  details  from 
the  record  on  file,  and  the  prospect  is  furnished  with  a 
clearer  idea  of  what  the  property  is  like  than  he  could 
poanhly  obtain  from  pages  of  mere  description. 


INTENTIONAL  SECOND  EXPOSURE 


76  SELLING  fi£AL  £STAT£ 

description  aeeompanies  tlie  photograph  and  the  re- 
▼erse  side  ahfim  the  location  and  name  of  the  owner. 

With  reference  to  business  properly,  the  only  ehange, 
•a  will  be  seen  by  the  ilustration  (flfiire  IV),  is  in 
Ihe  entering  of  the  partienlars  eoneeming  the  build- 
ing. The  entire  history  is  told  briefly,  yet  not  a  fact 
calculated  to  enlighten  a  purchaser  is  overlooked  or 
omitted* 

System  of  Keeping  Records  of  Prospective  Pur- 
chasers 

In  the  handling  of  Taeant  ground  the  eard  contains 

no  photograph  of  the  property  (Figure  V),  as  such 
property  is  classified  as  improved  or  unimproved,  and 
the  location  has  much  to  do  with  the  price  expected. 
The  eard,  as  will  be  seen,  furnishes  all  of  the  desired 
information. 

While  this  qratem  of  graphie  listing  was  started 
primarily  for  the  pirpose  of  furnishing  local  prospects 


F«ni  IV:    Card  record  as  used  in  illustrating  and  describing  business  property 


SiajHiie  BY  ILLUSTEATIVE  EECORDS  77 


VACANT 

«=i  '>''-.'• ' 

y4'''^-  '■fi.'fff-''*  ir**""?;:*?;-^.  .>*™*."*'?!rr**' 

^  *r(i**i'   ••     cow**  ^ 

-  ,  ^  J*. 

-■—  1 

^-^T  NO 

¥^  I 
v*  - 

1»  «   l»*«E  >tW  

T<r  - 

-~»  . 

_  ^  ^             !MOe#»t-l<»  ,  ^_  ^  _r  * 

>.  < 

*-  >Jv»  

"  JL  - 

W«  -  ^  *  _   C**H           fr.  ♦  ^ 

^  W  1 

r 

X 

LfSfeo  

V  - 

i>fc-''i>iniiii->'-ii«fc-  :<M»- 

Form  V:   Card  record  used  in  listing  vacant  property,  where  iii^^^  |^  is  practicmble 

with  an  immediate  and  clear  description  of  property,  it 
will  readily  be  recognized  that  the  method  is  capable  of 
almost  unlimited  adaptation  to  the  various  demands  of 
the  real  estate  agent.  For  the  dealer  who  has  any  quan- 
tity of  out  of  town  business  it  will  appeal  especially  as 
a  solver  of  his  one  chief  difficulty. 

Suppose,  for  example,  that  an  agent  has  a  fairly  val- 
uable piece  of  property  listed  in  which  several  remotely 
located  clients  may  be  interested.  He  has  a  photograph 
taken  of  the  property  and  several  prints  made.  Or  at  a 
small  expense,  he  can  have  a  half  tone  cut  made  and  a 
number  of  proofs  taken.  Now  if  he  desires  to  send  to  an 
out  of  town  party  a  complete  description  of  the  property 
he  does  not  even  need  to  write  a  long  letter.  All  that 
is  necessary  is  to  attach  one  of  the  prints  or  proofs  to  a 
standard  form  card,  have  a  clerk  fill  in  the  details  from 
Hie  leeord  on  ile,  and  the  prospect  is  furnished  with  a 
clearer  idea  of  what  the  property  is  like  than  he  could 
possibly  obtain  from  pages  of  mere  description. 


1i 


MSMMHQ  BIAL  ESf  ATI 


Tli«  foUow-iip  iii«lliiMli  wMeh  akovld  be  maintuned 
in  eonnection  with  a  system  like  the  one  described  must 
be  adapted  to  the  conditions  which  would  make  it  the 
most  beneficial  in  the  way  of  results.  There  are  many 
real  estate  concerns  which  handle  a  large  number  of 
fieees  of  ontdi©  real  estate,  and  others  wMeh  maie 
a  specialty  of  property  for  mannfaetnrinf  purposes. 
The  difference  in  the  class  of  would-be  purchasers  ap- 
pealed to  would  make  a  form  letter  system  necessary 
in  the  case  of  the  firm  handling  outside  property,  while 
the  sales  or  negotiations  in  the  other  instance  would  in 
most  mam  haTe  to  be  conducted  personally,  even 
Hiovg^.  It  noght  be  neC'essary  to  travel,  im  order  to  do 


Make  the  Worry  Help 

rno  worry  is  humane  part  of  every 

I  Ml  mi  s  li^B*  IKu'l^  'fliS  Hire  j^ro'W^^  'W'C 
see  that  the  worries  of  yesterday  crowd- 
ed out  those  of  the  day  before — only  to 
be  crowded  out  themselves  by  those  of 
today.  And  we  realize  that  the  worries 
of  the  past  have  not  been  real  troubles 
mt  all,  but  supposed  ones. 

So,  since  w^m^  fret,  let  us  make 
fretting  helpful — productive  of  new 
ideas  and  plans.  Since  we  must  worry, 
let  us  not  worry  ourselves  into  idleness 
and  hopelessness,  but  into  initiative  and 
accomplishment. 


Part  IF 

HOW  TO  RENT  REAL 
ESTATE 


RKNTINC 
lUMLESTAtS 


muumimm 


wwmi.  Tin 


ON  MWPIIITV 


•nUMO  TO  MMCW  LCHn 


A  claMillcatkm  of  mediums  and  methods  employed  in  the  rentmgof  tibe 
tluee  principal  divisions  of  leal  estate.  The  outline  given  is  a 
synopsis  of  the  contents  of  the  part  which  follows 


The  Source  qf  Knowledge 

No  other  man  in  the  world  of  business  has 
a  field  so  wide  or  so  fiill  of  possibilities  as 
the  real  estate  agent. 

Every  foot  of  land  that  sees  the  son  is  or 
may  become  his  stock  in  trade,  every  man 
wno  owns  or  aesiics  lo  own  m  pareei  oi 
land  or  a  fixed  improvement  upon  it  is  a 
possible  client. 

The  novice  at  the  trade,  then,  has  many 
things  to  ieam — of  persons  and  properties, 
OI  Duymg  pouoes  ana  seiung  senemes. 
And  no  dealer,  however  successful,  can 
hope  to  master  all  the  methods  of  the  pro- 
piuely  ftom  his  experience 


He  must  profit  rather  by  the  discoveries 
and  the  developments  (yf  his  predecessors 
«id  contemporaries.  He  must  seek  and 
assmnlate  each  nenf  idea  that  will  increase 

iii9  ti'wii  ciiiociii#y  miu  ijiiisi  luvroisfe  nisi 

business. 


How  to  Rent  Mercantile  Property 

BY  ROY  TABOR 
Of  White  i  Tabor 

The  only  real  method  by  wMcli  the  real  estate  dealer 
handling  mercantile  properties  gets  business  is  by  per- 
sonal solicitation,  first  for  clients  and  second  for  ten- 
ants. This  statement  involves  an  understanding  of  the 
fact  that  the  dealer  in  this  class  of  real  estate,  if  he  liTee 
np  to  the  ethics  of  his  profession,  receives  a  fee  only 
from  his  elient,  i.  e.,  the  property  owner. 

In  no  other  business  is  it  more  necessary  that  the 
dealer  be  a  hustler  than  in  this  particular  division  of 
real  estate  business.  The  agent  must  be  a  salesman 
in  the  true  sense  of  the  word.  Most  men  in  business 
who  rent  from  year  to  year  or  on  longer  leases  are 
mdetenniiied  as  to  just  what  they  want,  even  when 
ihey  deeide  to  mom  This  is  often  beeause  of  the  f ael 
that  they  are  too  much  rushed  by  the  ordinary  routine 
of  work  to  keep  track  of  desirable  locations  and  ascer- 
tain the  reasons  why  one  site  for  business  is  more  ad- 
vantageous than  another. 

As  stated  above,  the  purpose  of  the  irst  eanvass  of 
tie  dealer  Is  for  elients.  If  the  agent  knows  the 

81 


miTINa  EBAIi  BSfAfB 


of  a  building  he  goes  to  him  and  endeavors  to  eonvinet 
Mm  that  he  can  handle  the  property  in  such  a  way  as  to 
C»t  the  greatest  possible  return  from  the  investment 
It  may  be  well  to  state  here  that  thert  are  two  waya 
in  wMoh  a  dealer  handles  mereaatile  properties  fat 
owners,  fhe  property  may  be  In  what  Is  ealled  the 
''Open  Brokerage  Market/'  or  it  may  be  let  out  ex- 
elnsively  to  one  dealer. 

How  ike  Real  Emte  Dealer  SoUciis  Clients  Hmh 
ing  Property  to  Hamdle 

These  terms  are  quite  self-explanatory.  In  the  ifst 
ease,  the  property  for  rent  or  sale  is  placed  in  the 
hands  of  a  number  of  real  estate  dealers  and  the  first 
one  that  eloses  a  deal  earns  the  fee.  In  the  second 
ease,  the  cxelusive  handling  of  the  property  is  given 
to  one  agents  In  whieh  ease  the  latter  usually  becomes 
tho  manager  of  the  property,  eoUeets  the  rent,  looks 
alt«r  repairs,  insurance,  taxes,  janitor  serviee  and  all 
o!3ier  expenses  connected  with  operating  the  property. 

Thus  the  real  estate  dealer's  problem  is  to  convince 
tho  man  he  soleits  that  a  certain  property  which  he 
has  for  rent  or  sale  is  the  one  wMch  exactly  fiUs  his 
nesds.  Every  renter  in  the  congested  distriets  of  a 
large  city  Is  canvassed  many  times  m  year  by  the 
same  real  estate  dealer. 

The  usual  method  is  for  the  dealer  to  discover 
wliether  the  renter  is  in  the  market  for  space.  If  he  is, 
tisn  the  dealer  inquires  what  location  he  desires,  and 
wisi  are  Iho  peculiarities  of  his  business  which  mmA 
to  be  looked  after  in  selecting  a  loeation.  U  the  ageal 
has  one  or  more  pieces  of  property  whieh  meet  the 
•onditions  sUted,  the  campaign  for  making  the  rental 
wmA  elo^ng  the  lease,  or  making  thi  sale,  begins  forth- 


lEMTIMe  mBCANTIIjE  PBOPSETY  8t 


with.  If  he  has  not  such  a  description  of  property,  he 
goes  out  and  finds  it 

The  necessity  of  personal  solicitation  for  both  clients 
and  tenants  has  come  about  partly  through  custom.  If 
a  dealer  would  stay  in  his  office  and  depend  upon  his 
r^ntation,  or  send  out  skilfully  prepared  personal 
letters,  he  would  not  get  the  returns.  It  is  true  that 
the  owner  of  property  often  seeks  the  real  estate  agent ; 
but  in  the  large  cities  the  renter  has  reached  that  state 
where  he  is  satisfied  that  dealers  will  come  to  him, 
and  he  only  has  to  determine  whether  he  wants  to  re- 
rent  his  old  quarters;  if  not,  he  needs  to  formulate  in 
his  mind  just  what  new  quarters  he  desires. 

Changes  in  Location  Due  to  Various  Causes  and 

Inducements 

The  reasons  for  changes  in  location  are  various.  The 
agent  for  property  endeavors  to  show  a  renter  how  he 
can  reduce  his  rent,  how  he  can  reduce  his  insurance, 
where  he  can  secure  a  better  location  either  because 
near  his  biggest  competitor,  or  because  he  may  caieh 
som  of  the  flying  trade  or  be  in  the  district  of  the  city 
where  his  particular  business  is  centralized,  where  he 
can  get  better  transportation  facilities  or  better  service 
in  the  building,  such  as  lighting,  elevator  service,  heat 
and  general  conditions. 

Methods  of  obtaining  lists  of  property  for  rent  or 
sale  are  aided  in  a  large  city  by  certain  publishing 
concerns,  which  make  up  lists  of  the  ownership  of 
properties  and  of  real  estate  transfers.  Usually  these 
companies  edit  a  number  of  books,  each  covering  a  cer- 
tain section  of  the  city.  In  the  front  part  of  the  books 
the  city  is  mapped  off  into  sections,  showing  the  im- 
provements in  each  block.  Each  lot  or  pareel  of  land 


m  BENTING  BEAL  ESTATE 


ii  numbered  on  the  map  witli  a  ignre  referring  to  the 
page  where  a  Ml  description  of  the  property  may  be 
found.  These  pages  show  in  tabulated  form  the  own- 
da'  of  properties^  their  addvessesi  the  assessed-  valua- 
Mon,  the  insuranee,  the  ezaet  location  of  the  propertj, 
dimensions  of  the  lot,  improTeinefits  and  other  data. 

A  real  estate  firm  subseribes  to  one  or  more  of  these 
books.  In  a  large  city  where  there  are  enough  dealers 
to  support  a  firm  working  exclusively  in  tabulating 
these  reports,  there  are  regular  agencies.  Such  an 
agency  eorreets  the  reports  daily  and  sends  out  ao 
employe  who  makes  additional  entries  upon  the  boohs 
when  transfers  are  made  or  leases  for  rent  are  closed. 
In  case  a  firm  does  not  subscribe  to  books  covering  all 
sections  of  the  city,  as  it  usually  does  not,  it  may  ob- 
tain special  reports  upon  a  certain  piece  of  property 
1^  the  payment  of  a  small  fee  if  it  is  a  subseriber  to 
one  of  the  publieationa 

This  is  the  method  by  whleh  the  big  eity  real  estate 
dealer  obtains  his  information  as  to  the  ownership, 
transfer  and  rental  of  properties.  The  dealer  in  the 
small  city  must  go  to  the  county  records  or  the  news- 
papers and  dig  out  this  information  for  himself. 

Hairing  secmred  a  list  of  properties  to  handle,  either 
ezelnaiTely  or  la  the  ''Open  Brokerage  Market,"  the 
next  step  for  the  dealer  Is  to  list  these  properties  in 
such  a  manner  that  if  a  renter  wants  property  in  a 
certain  section  he  can  find  all  the  required  data  con- 
cerning it  with  the  least  possible  amount  of  labor  and 
time.  For  this  purpose  most  firms  employ  a  card  index 
^yitea  i^Nin  which  all  properties  handled  are  entered. 

ftt  %H  index  uronertles  are  listed  under  seTeral 
headings,  wMch  a  glance  at  the  file  win  show.  These 
inehide  "Wlwiie  Bnidings,"  "Lofts^-signifymf  all 


EENTINQ  MEECANTIIjE  FEOFEETY  m 


space  not  diirided  into  offices  and  usually  entire  fioors 
—"Stores,"  ''Basements,"  "Manufacturing  Lofts," 
"Dockage"  and  "Miscellaneous."  Under  each  of 
these  the  properties  are  filed  on  cards  alphabetically 
by  streets,  and  under  the  streets  by  numbers. 

On  each  card,  as  the  handling  of  a  property  is  se- 
cured, is  entered  the  street  where  located,  number,  the 
dimensions  of  the  lot,  number  of  floors,  couTeniences, 
rental,  date  when  possession  may  be  had,  and  the  name 
of  the  owner.  When  a  tenant  is  secured  for  the  build- 
ing, or  a  sale  made,  under  the  title  "leased"  an  entry 
Is  made  showing  that  the  deal  has  been  closed.  The 
card  may  then  be  remo¥ed  to  ike  dead  file  and  kept  as 
a  matter  of  record. 

Precise  Cmurse  af  AcHon  of  the  SoHciior  m  Gomg 

After  Business 

Each  real  estate  office  usually  has  a  manager  and  a 
number  of  solicitors;  in  fact,  as  personal  solicitation  is 
the  only  method  of  getting  business,  every  member  of 
the  firm  becomes  a  solicitor.  From  the  index  files  of 
properties  each  solicitor  draws  oft  daily  a  number  of 
properties  which  he  has  for  rent  or  sale.  He  then 
starts  out  to  canvass  a  certain  district,  where  he  he- 
licTCS  he  may  find  those  whose  needs  will  demand  such 
a  description  of  property.  These  descriptions  are 
usually  tabulated  on  a  loose  leaf  book,  from  which  old 
leaves  may  be  removed  and  new  ones  added  at  any 
time.  In  this  way  each  day  every  man  connected  with 
a  firm  solicits  a  certain  district  or  portion  of  a  street 
either  in  search  of  a  certain  description  of  property 
for  which  he  has  a  tenant  or  buyer,  or  in  search  of  a 
renter  for  a  certain  description  of  property  which  he 
has  on  his  list  as  vacant. 


Bftiiiif  a  of  property  to  rait,  tlio  mofliod  of 
tilt  lolioitor  ]■  to  e«ll  on  persons  wliom  lie  lieleres 
would  desire  sneli  s  location,  day  after  day,  and  pre- 
sent every  possible  argmnent  in  the  most  telling  way 
till  lie  closes  the  lease. 

In  large  cities  most  downtown  leases  expire  either  In 
May  or  In  Jannaiy.  Por  the  big  retail  stores  the  date  of 
ejqilration  Is  In  May,  when  trade  Is  dnli  lor  other 
mercantile  houses  it  is  in  Jannary,  their  most  anitahle 
time  for  moving.  Leases  are  made  for  periods  vaiylng 
from  one  to  five  years,  bnt  often  they  are  long-time 
leases,  as  far  as  ninety-nine  years.  A  large  nnmber 
of  irms  even  when  they  take  property  for  a  period  of 
years  outgrow  It  and  are  compeled  to  move  often 
before  their  leases  ezpn-e.  To  meet  these  conditions 
they  sublet  their  building  and  get  more  convenient 
locations  elsewhere.  For  this  reason,  the  dealer  in 
mercantile  real  estate  does  not  care  much  just  when 
a  lease  expires,  because  leases  are  expiring  continually, 
and  he  must  keep  up  a  continual,  canvassing  campaigB' 
in.  order  to  be  snecessful. 


The  Basis  of  Prosperity 

SELLING  is  the  foundatioii  upon 
wliidi  rests  tlie  structure  tlie 
business  world.  If  it  is  faultlessly 
formed  of  well  laid  methods,  of  proved 
principles,  it  becomes  also  the  basis  of 
prosperity. 

But  if  it  is  uncertain,  unsure,  unstable* 
it  must  ineiitably  crumble  and  the  up- 

viMfliWtfivIra 'vmiisi' f All    Tt ii>  fl ii ttI iiiim  H^'^'ftn 

PC«^fvlv£^&8  lilllBlr  Inll*  JJlS'imWIWHI*  JVw'llSVil* 


CHAPTEE  Xn 


How  to  Rent  Residence  Property 

niere  are  two  distinct  renting  seasons  for  residence 
property  in  nearly  all  large  cities,  one  in  the  spring 
and  one  in  the  fall.  It  is  customary  to  make  all  leases 
expire  at  one  time  or  the  other,  whether  the  period  is 
long  or  short.  Indeed,  snch  a  preponderance  of  the 
jear's  renting  is  done  immediately  preceding  these 
two  dates  that  the  chances  of  renting  property  be- 
tween seasons  is  very  greatly  reduced.  The  owner 
whose  leases  are  made  to  expire  during  this  interven- 
ing period  has  usually  the  option  of  having  his  build- 
mg  remam  vacant  until  the  next  renting  season,  or  else 
of  renting  it  at  a  much  reduced  rate.  The  renting 
seasons  are  unevenly  divided  with  respeet  to  the  vol- 
ume of  transactions,  for  the  demand  is  mneh  greater 
in  the  spring  than  it  is  in  the  fall. 

The  work  of  the  renting  agency  handling  residence 
property,  as  a  consequence  of  these  customary  renting 
seasons,  is  almost  wholly  limited  to  the  two  months 
preceding  each  of  these  dates. 

The  class  of  tenants  with  whom  leases  are  made  for 
residence  property,  their  character,  standing  and  re- 
sponsibility are  prime  considerations  even  outside  of 
their  ability  to  pay  the  rent  promptly.   This  is  par- 

87 


88  MINTING  REAL  ESTATE 


licolarly  trae  in  a  iat  or  apartment  building,  whm 
mm  undesirable  tenant  will  often  seriously  affeet  the 
renting  Talne  of  the  remaining  apartments,  although 
he  may  fully  eomply  with  all  of  the  terms  and  re- 
strictions embodied  in  the  usual  lease  for  property 
of  this  eharaeter. 

Property  Should  Be  Rented  Before  Leme 

Expiration 

It  is  the  aim  of  the  agent  to  rent  all  of  the  prop- 
erty listed  with  him  within  the  two  months  preceding 
the  renting  date  on  which  the  leases  expire.  If  the 
present  tenant  has  proven  satisfactory,  the  first  step  is 
to  endeavor  to  have  him  renew  his  lease.  If  this  can- 
not be  accomplished,  the  agent  makes  an  effort  to  rent 
him  some  other  property  which  he  has  listed.  In  any 
event  the  tenant  is  usually  required  to  indicate  his  In- 
tention as  to  renewing  the  lease  one  way  or  the  other 
at  least  six  weeks  or  two  months  before  its  expiration. 
The  agent  then  begins  his  campaign  for  the  renting 
season.  Cards  are  prepared  describing  each  house, 
iat  or  apartment  for  rent  and  are  placed  in  a  rack 
in  a  prominent  place  in  the  office  so  that  they  ean 
conveniently  be  looked  over  by  applicants.  Cards 
for  houses  are  separated  from  those  for  flats  or  apart- 
ments and  under  each  of  these  two  classes  are  ar- 
ranged according  to  rental  values.  As  each  is  rented 
the  card  is  removed  from  the  rack,  and  whenever  a 
new  piece  of  property  is  listed  with  the  agent,  a  card 
is  made  out  describing  it  and  placed  in  the  rack  in  its 
proper  location. 

Rent  cards  or  signs  are  placed  in  the  windows  of 
all  the  property.  These  specify  the  agent's  name  and 
address,  where  to  apply  for  the  privilege  of  inspection 


BENTING  RESIDENCE  PROPERTY  89 


if  the  property  is  unoccupied  and  if  the  keys  can  be 
had  at  a  nearer  location  than  the  agent's  office.  The 
rate  of  rental  is  very  often  stated  on  the  window  card, 
particularly  if  the  premises  are  unoccupied.  Wherever 
possible  large  wooden  rent  signs  are  also  placed  in  the 
yard  or  some  conspicuous  location  in  the  surrounding 
ground. 

Circular  Lists  of  Available  Property  MeMed  to 

Prospects 

In  addition  to  the  rent  cards  in  the  office  rack,  lists 
of  the  renting  property  are  prepared  in  circular  form, 
classified  in  a  similar  manner.  These  are  given  out 
to  inquirers  and  mailed  to  prospective  tenants  whose 
names  have  been  previously  secured.  These  lists  are 
corrected  every  week  or  two  weeks.  They  specify  the 
location,  number  of  rooms,  general  charaeter  of  the 
premises  and  rate  of  rental.  They  are  not  only  a  great 
convenience  to  the  flat  or  home  seeker,  but  they  re- 
lieve the  agent  of  much  detail  work  during  the  period 
when  his  time  is  especially  valuable,  and  they  secure 
many  tenants  both  directly  and  indirectly. 

In  large  cities  the  classified  columns  of  the  Sunday 
editions  of  the  daily  papers  are  the  mainstay  of  the 
renting  agency.  In  these  are  advertised  lists  of  the 
desirable  property  for  rent  by  each  agent,  the  location, 
rate  of  rental,  whether  a  house,  flat  or  apartment,  and 
sometimes  a  terse  description  of  the  more  desirable 
features  of  each,  such  as  "steam  heat,"  ''hardwood 
floors, "  or ' '  open  plumbing. ' '  These  lists  are  coirected 
from  week  to  week  during  the  renting  season.  Like 
the  classified  circular  lists,  these  advertisements  are 
a  great  convenience  to  the  residence  hunter,  and  the 
large  circulation  of  the  Sunday  edition  places  these 


INI  BBNTIHG  REAL  ESTATE 

lists  of  ayailsMe  renting  property  before  a  great  per- 
centage of  the  possible  tenants.  Armed  with  these 
Msts,  an  inspection  of  the  property  offered  and  a  selee- 
lion  ean  be  made  in  many  instances  before  negotiations 
mm  opened  witb  tbe  agent. 

Toci,   Care,   Judgment   and  Patience-^uaHUes 
Neemmj  m  itm  Rem  Mmmger 

Many  tenants  are  obtained  by  securing  property 
suitable  to  their  needs  from  other  sources  than  the 
agent's  own  list;  and,  on  the  other  hand,  many  clients 
aft  incidentaly  made  in  the  same  way.  While  nn. 
ionbtedly  a  large  anmber  of  inquiries  made  of  a 
renting  agency  are  prompted  by  enriosity  and  not 
throngh  a  real  intention  of  renting,  these  should  be 
sifted  out  as  far  as  possible  and  the  bonafide  prospects 
followed  up  in  an  earnest  effort  to  make  tenants  of 
them. 

BMsibly  in  the  renting  branch  more  tJian  in  any  other 
department  of  his  bnsmess,  the  real  estate  dealer's  sne- 
eesB  depends  npon  the  i^stematic  way  in  which  he  plans 
and  keeps  his  records.  Every  application  received,  either 
from  a  client  desiring  a  suitable  location  or  a  party  wish- 
ing to  find  a  rmter  for  vacant  property,  shonld  be  so 
iled  that  it  can  be  given  Immediate  attention  and  the 
beat  service  that  the  agent  Is  able  to  famish. 

Once  a  prospect  has  shown  any  likelihood  of  becoming 
a  client,  he  should  be  followed  up  persistently  and  nys- 
tematically,  so  that  no  opportunity  will  be  lost  of  making 
him  a  profitable  subject  Complaints  are  another  feature 
el  the  business  which  must  be  handled  with  special 
immptnesB.  Hie  dealer  Is  the  middleman  between  the 
landlord  and  the  tenant.  The  former  looks  to  him  to 
protect  his  interests  and  the  latter  to  adjust  his  complainte. 


RENTING  RESIDENCE  PROPERTY  91 


Tact,  care,  judgment  and  patience  are  necessary 
requisites  of  the  successful  rent  manager.  Courtesy 
and  fairness  toward  the  prospective  tenant  are  just  as 
necessary  as  loyalty  to  the  client's  interests.  The  mat- 
ter of  repairs  alone  will  require  all  of  these  features 
in  disposing  of  demands  in  this  direction  to  the  satis- 
faction of  both  the  client  and  the  tenant.  The  tempta- 
tion to  exceed  the  authorization  of  the  client  in  regard 
to  repairs  or  betterments  for  the  purpose  of  securing 
a  tenant  is  very  great,  and  a  yielding  to  it  usually  re- 
sults in  dissatisfaction  on  the  part  of  one  or  the  other 
interest,  with  resultant  trouble  later  on. 


Crises  that  Call  for  Nerve 

THERE  are  links  in  the  chain  of 
every  Business  Success  which  must 
be  forged  of  nerve — pure  nerve. 

There  are  gaps  in  every  man's  career 
which  nerve,  and  nerve  alone  can 
bridge. 

There  are  times  in  every  human  life 
when  judgment  wavers;  and  experience 
fails,  and  counselors  only  confuse. 

These  are  the  crises  that  call  for 
nerve.  Not  brassy  presumption,  but 
sustaining  nerve! 

Nerve  to  carry  us  across  chasms  where 
nerveless  men  must  fall! 

Nerve  to  beheve  the  things  we  think! 
Nerve  to  do  the  things  we  plan! 


CHAPTER  Xyi? 


HaEdling  Seasonable  Business 

Smnnier  raidenees  range  In  <,]an  and  Tilne  imm 
^ke  exeecdingly  modest  cottages  or  bungalows  to  villas 
«<»tiiig  Imidrads  of  thousands  of  dollara.  The  season 
iir  rentiiig  property  of  this  elass  is  naturally  limited 
to  the  spring  or  early  summer  months.  The  kind  of 
ptople  who  rent  summer  property  come  usually  from 
the  larger  towns  and  cities  and  their  nnmbor  is  more 
or  less  limited,  for  a  summer  residence  is  generally 
loohed  upon  as  a  luxury.  Nevertheless  the  agent  has 
a^  eonsiderahle  ield  open  to  him  in  which  to  seek  pos- 
•Ihle  tenants.  His  efforts  are  not  necessarily  limited  to 
lis  own  city,  because  a  summer  cottage  at  a  given  lo- 
•ation  may  be  rented  to  a  tenant  almost  anywhere. 

As  in  renting  city  residences^  the  most  effective 
method  used  by  the  agent  is  the  classiied  advertise, 
ment  in  the  large  daily  papers,  more  especially  the 
Sunday  issue.  Advertisements  are  placed  in  one  or 
■ore  of  the  leading  papers  of  the  principal  cities  in 
the  territory  from  which  it  is  likely  tenants  may  be 
obtained.  Display  ads  showing  a  cut  of  the  cottage 
or  house  are  generaUy  used  with  the  more  expensive 
■immer  property,  together  with  a  description  more 
•r  less  detaied,  covering  the  demrable  features,  loca- 


SANDMNe  S£ASONABIiS  BUSINESS  US 

Mon,  rental  and  term  of  the  lease  proposed.  Magazinea 
and  periodicals  are  also  used  for  advertisements  of 
this  nature  with  very  good  results,  especially  in  cases 
of  the  more  expensive  property.  While  signs  are 
placed  on  the  particular  property  to  be  rented,  includ- 
ing the  agent's  name  and  address,  the  effect  of  this  is 
naturally  more  or  less  limited  because  they  are  seen 
merely  by  the  people  residing  in  the  immediate  lo- 
caMtv. 

How  Lisis  of  Vmomi  Properties  Are  Placed  Before 

Prospects 

Renting  agencies  who  make  a  specialty  of  this  kind 
of  property  usually  keep  lists  of  prospective  tenants 
and  submit  to  them  from  time  to  time  circulars  cov- 
ering property  which  they  are  handling  for  rent  and 
which  are  likely  to  be  suitable  to  any  particular  pros- 
pect. These  lists  are  prepared  from  names  of  tenants 
who  have  rented  from  the  agency  the  previous  season 
and  are  added  to  from  time  to  time  from  this  and  other 
sources. 

Considerable  assistance  in  renting  summer  properly 
is  gained  by  co-operating  with  the  raOroads  or  other 
transportation  lines  reaching  the  place  in  which  the 
cottage  or  house  is  located.  Summer  travel  has  become 
a  very  considerable  item  with  railroads  and  they  are 
always  anxious  to  do  what  they  can  within  reason 
to  assist  in  renting  property  along  their  lines. 

The  extent  of  care  in  selecting  tenants  which  is  so 
vital  in  city  residence  property  is  not  so  much  required 
in  country  property  for  two  reasons.  In  the  first  place, 
the  class  of  tenants  is  confined  almost  entirely  to  the 
higher  grade,  and,  second,  the  renting  season  is  only 
for  a  few  months'  time  and  usually  limited  to  one 


MSNf  IMG  RIAL  ISTATl 


MMon,  m  tliat  ah  uztdesirable  tenant,  shonM  one  be 
obtained  hy  mischance,  would  not  necessarily  tend  to 
injure  the  future  renting  value  of  the  property,  aa 
often  happens  in  the  case  of  city  flats  or  apartment 
biidings. 

He  iemand  for  summer  property  varies  greatly 
wiHi  the  eoadition  of  the  times.  This  Is  one  of  the 
irst  Inxnries  to  be  done  away  with  in  the  effort  to 
economize  as  the  result  of  reduced  income.  On  the 
other  hand,  in  prosperous  times  the  demand  becomes 
decidedly  abnormal.  This  demand  is  sometimes  diffi- 
cult to  fill  because  a  great  many  snmmer  resldencei 
ordinarily  placed  on  tie  renting  market  by  the  owners 
are  at  such  times  withdrawn  and  ocenpied  by  the  own- 
ers tiiiiiMves. 


The  Spur  of  Discontent 

rpHE  man  who  is  satisfied  with  things 
-I   as  they  are,  never  makes  them 
better. 

Doing  today  just  what  he  did  jester- 
day—and  this  year  just  what  he  did 
last— *dead  to  the  opportunities  around 
him,  he  rests  and  rusts-the  self-satisfied 
worker. 

Discontent  is  the  never-ceasing  cur- 
rent of  reproach  that  refuses  to  let  the 
stream  of  ener^  pause  and  stagnate. 
It  counteracts  mertia;  vanishes  smug 
satisfaction;  jeers  at  *^Iittle''  achieve- 
Micnt. 

Keep  going— keep  going— keep  going. 


Part  F 


HOW  TO  KEEP  REAL  ESTATE 

RECORDS 


KUHMO 


PtwSSnv 

MDMMWUalMM 

I —  x^nerwKainwi. 


LOCATKMa 


i».t«.ri 


I  MutTt*  or  lawimin  T.  wn 


_|  IKMM 
"1  #J» 

k 


3 


4  gmidiic  analyiis  of  tlw  various  kinds  of  records  whidi  enter  into  tiie 
esUte  de«ler*s  ffstem  for  keepiDsr  track  of  mies,  lentete 
Mulollier  traauHictionB 


I 


The  Brain  Partner 


To  be  able  to  perform  as  miieh  as  you 
have  promised— to  be  able  to  promise  as 

mueh.  as  you.  eau  pefform~~ 

To  be  able  to  dismiss  detail  in  order  to 
de¥oto  every  hour,  every  minute  to  pro- 
ductive efibrt  " 

To  minimize  the  loss,  the  wasto,  the 
woifjr — 

To  eare  fer  the  routine  automatically — 

This  is  the  acme  of  systom.  Let  your 
mechanical  brain  partoer  for  the  de- 
tail— ^use  your  human  brain  to  conceive 
the  new  idea,  to  develop  the  new  plan* 


CHAPTER  XIV 


How  to  List  Property 

BT  VWBXSt  H  POBECEl 

One  of  the  prime  essentials  of  a  well-equipped  real 
estate  oflace  is  a  property  list  so  arranged  that  any 
specific  property  description  can  be  turned  to  imme- 
diately. Records  varying  in  nature  are  required,  ae* 
eording  to  the  field  covered  by  the  concern.  Probably 
no  two  real  estate  firma  keep  their  property  lists  in 
exactly  the  same  manner,  but  all  find  it  neeessfary  to 
keep  certain  data  wiieh  may  be  summarized  as  fol- 
lows: 

Location  of  property,  owner's  name  and  address, 
condition  of  property,  transportation  facilities,  advan- 
tages of  the  location,  improvements,  incumbrances, 
price  and  terms.  Further  classification  is  arranged 
according  to  business  property,  residence  property,  va- 
cant lots,  flats  and  cottages  and  farm  property. 

A  card  record  system  which  is  capable  of  wide 
adaptation  is  that  illustrated  in  Form  I,  as  used  by  a 
large  real  estate  concern  operating  in  a  city  of  one 
Inndred  and  fifty  thousand  population.  This  firm 
divides  the  file  into  four  sections,  north,  east,  south 
and  west,  by  means  of  one-half  cut  center  guide  cards 

VJ 


S8     iKEilSPINQ'  IMBIiiAIi  JffiBTAiTJB'  fiifiOOfiDS 


of  a  Mil®  6olor,  wMek  project  above  the  edges  of  tlie 
reeofil  eafds.  Eaeh  gmeral  diirision  is  then  suh- 
diirided  into  seetions  by  means  of  one-half  eut  guides, 
right  and  left  position,  of  a  salmon  color.  Each  sec- 
tion is  snb-divided  by  street  guides  of  a  one-third  cut 
buff  color,  arranged  alphabetically. 

To  classify  the  kind  of  property,  business  property 
is  entered  on  blue  cards,  residence  property  on  buff 
cards,  vacant  property  on  white  cards  and  cottages 
and  flats  on  sahnon-colored  cards.  Other  colors  may  he 
added  as  each  business  demands. 

Mmo  Pmpmriks  Are  Ckusi§0d  m  Lktmg 
According  io  Valuation 

The  valuation  of  property  is  shown  by  means  of 
smaU  tabs  projecting  3-16  inch  above  the  edge  of  the 
card.  These  tabs,  on  which  is  printed  the  approximate 
valuation,  are  arranged  in  twelve  positions  across  the 
top  of  the  cards  from  left  to  right. 

The  first  tab  is  printed  for  valuation  of  $1,000  or 
under;  second  tab  for  $1,000  to  $2,000;  the  third  tab 
for  $2,000  to  $8,000;  the  fourth  tab  for  $4,000  to 
$5,000;  the  iflh  tab  for  $5,000  to  $10,000;  the  sixth 
tab  for  $10,000  to  $15,000,  etc.,  until  the  twelve  tabs 
have  been  utilized. 

To  illustrate:  If  a  dealer  has  a  residence  on  Wash- 
ington street,  located  in  the  north  portion  of  the  town, 
section  2,  valued  at  $7,500,  the  record  would  be  made 
out  on  m  buff-colored  card,  bearing  a  tab  in  the  flfth 
portion  on  wMch  is  printed,  ''$5,000  to  $10,000." 
The  color  would  indicate  the  classification  of  the  prop- 
erty and  the  tab  the  valuation.  The  card  would  then 
be  filed  in  front  of  the  Washington  street  guide  in  see- 
timi  2  of  the  north  iub-division« 


MSTING  PBOPEBTY. 


99 


For  properties  to  rent  the  same  arrangement  of  tabs 
is  utilized,  each  tab  showing  the  rental  value  of  the 
property  listed  on  its  card.  Now,  when  an  applica- 
tion is  received  for  a  house  or  flat,  the  location  pre- 
ferred, nature  of  the  property  wanted  and  rental  value 
will  always  be  specified.  The  agency  can  tell  just 
what  properties  are  listed,  filling  these  requirements 
by  reference  to  the  streets  preferred.  Here  it  will  be 
necessaiy  only  to  examine  cards  of  the  color  denoting 
the  class  of  property  and  of  the  tab  denoting  valua* 
tion.  If  an  application  is  received  for  a  residence 
property  renting  at  $55,  location.  Wood  avenue,  only 
white  tabs  numbered  55  and  filed  in  front  of  the  guide, 
Wood  avenue,  would  be  consulted.  As  these  tabs  are 
in  straight  line  from  front  to  back  of  the  file,  such 
reference  is  immediate. 


Warn  I:  Cud  forlistiiiK  dty  vnlfeiioe  prapecty.  akywing  tafas  tadiGmtiag  faltws 


INTEimONAL  SECOND  EXPOSURE 


98      KEEPING  REAL  ESTATE  RECORDS 

of  a  blue  color,  which  project  above  the  edges  of  the 
record  cards.  Each  general  division  is  then  sub- 
divided into  sections  by  means  of  one-half  cut  guides, 
riiM  Uii  left  position,  of  a  salmon  color.  Each  sec- 
tion is  snb-diirided  by  street  guides  of  a  one-tMrd  eat 
bnff  color,  arranged  alphabetically. 

To  classify  the  kind  of  property,  business  property 
is  entered  on  blue  cards,  residence  property  on  buff 
cards,  vacant  property  on  white  cards  and  cottages 
and  flats  on  salmon-colored  cards.  Other  colors  may  be 
added  as  each  business  demands. 

How  Properties  Are  Classified  in  Listing 
dmmSmg  to  Valuati&n 

The  valuation  of  property  is  shown  by  means  of 
small  tabs  projecting  3-16  inch  above  the  edge  of  the 
card.  These  tabs,  on  which  is  printed  the  approximate 
valuation,  are  arranged  in  twelve  positions  across  the 
top  of  the  cards  from  left  to  right 

fbe  first  tab  is  printed  for  valuation  of  $1,000  or 
under;  second  tab  for  $1,000  to  $2,000;  the  third  tab 
for  $2,000  to  $3,000;  the  fourth  tab  for  $4,000  to 
$5,000;  the  fifth  tab  for  $5,000  to  $10,000;  the  sixth 
tab  for  $10,000  to  $15,000,  etc.,  untE  the  tir elve  tabs 
liave  been  utilized. 

To  illustrate:  If  a  dealer  has  a  residence  on  Wash- 
itigtoii  street,  located  in  the  north  portion  of  the  town, 
silstioD  %  valued  at  $7,500,  the  record  would  be  made 
out  on  a  buff-colored  card,  bearing  a  tab  in  the  fifth 
position  on  which  is  printed,  **  $5,000  to  $10,000." 
Tke  color  would  indicate  the  dassifieation  of  the  prop- 
erty and  tie  tab  the  valuation.  The  card  would  then 
be  .iiei.  in;  immt  of'  tit  Washin.gto&"::Blifeel^  .fniia  M  mt- 
tkm  2  of  the  mrth  sub-division. 


LISTING  PROPERTY. 


99 


For  properties  to  rent  the  same  arrangement  of  tabs 
is  utilized,  each  tab  showing  the  rental  value  of  the 
property  listed  on  its  card.  Now,  when  an  applica- 
tion is  received  for  a  house  or  flat,  the  location  pre- 
ferred, nature  of  the  property  wanted  and  rental  value 
will  always  be  specified.  The  agency  can  tell  just 
what  properties  are  listed,  filling  these  requirements 
by  reference  to  the  streets  preferred.  Here  it  will  be 
necessary  only  to  examine  cards  of  the  color  denoting 
the  class  of  property  and  of  the  tab  denoting  valua- 
tion. If  an  application  is  received  for  a  residence 
property  renting  at  $55,  location,  Wood  avenue,  only 
white  tabs  numbered  55  and  filed  in  front  of  the  guide, 
Wood  avenue,  would  be  consulted.  As  these  tabs  are 
in  straight  line  from  front  to  back  of  the  file,  such 
reference  is  immediate. 


Form  I:   Card  for  listing  city  residence  property,  lowing  tabs  tndicatiiig  fmlues 


Itm      JiLJ!iJ!ilrl,Pll3r  iiiiyliiiAnii  JsilSllJlk.lJ3l  JEUSivlJJSlJO 

With  tlila  system  tlie  applieant  eannol  only  lie  in- 
fomed  wluit  plmm  are  vacant,  but  tlie  wliole  informa- 
tion  eoneeming  eacli  will  be  immediately  placed  before 
him.  The  data  thus  obtained  may  be  made  so  complete 
that  in  most  cases  the  transaction  can  be  closed  with- 
out leaving  the  office  to  examine  the  property— a  con- 
iideraMe  economy  in  selling  expense. 

The  Map  md  Track  System  a  Graphic  Method 
of  Luting  Froperty 

Another  method  of  listing  property  'which  Is  very 
satisfactory  for  city  uses  is  by  what  is  known  as  the 
map  and  tack  system.  This  system  comprehends  the 
use  of  a  map  of  the  city  where  properties  handled  are 
located.  The  map  is  mounted  on  a  board  of  soft  wood. 
This  board  should  have  sides  and  a  door  forming  a 
eabinety  which  Is  attached  to  the  wall.  When  one 
map  is  not  sufficient  the  sides  of  the  cabinet  are  made 
deeper  and  several  maps  are  mounted  on  boards  and 
attached  to  one  side  of  the  cabinet  by  hinges,  permit- 
ting the  leaves  or  maps  to  swing  out  like  those  of  a 
hook. 

The  several  maps  are  headed  '^Eesidenee  for  Bale/' 
"For  Rent,"  "Business  Places/'  "Vacant  Lots"  and 
so  on,  or  one  map  can  be  used  for  several  headings; 
in  that  case  different  properties  can  be  easily  distin- 
guished by  using  a  different  colored  tack  for  each  class- 
ification. To  each  tack  is  attached  a  small  price  tag 
like  those  used  for  marking  goods.  The  door  should 
he  provided  with  a  lock  ;  a  map  mounted  on  it  la  eon- 
'Vniienl  for  ordinary  reference. 

When  properties  are  listed  by  the  owners  a  eom- 
plete  detaOed  record  of  them  is  made  either  on  a  eard 
or  looM  leaf.  .  Tkmrn  are  numberfd  eonaeentivtijr  ani 


IiISTINa  PEOPEBTy 


placed  in  the  records,  in  their  numerical  order,  undar 
the  proper  heading  to  correspond  with  the  mapa. 

To  illustrate— suppose  Jones  lists  a  residenoe  for 
sale,  price  $3,000,  located  on  Cedar  avenue,  jtiat  east 
of  Wilson.  The  record  number  is  50.  On  the  tag  of 
a  red  tack,  which  represents  residences  for  sale,  is 
written  m/mm,  denoting  record  number  and  price,  and 
the  taek  Is  Inserted  in  the  proper  location  on  the  map 
headed  "Besidenees  for  Sale."  If  Smith  inquires  for 
a  residence,  price  about  $3,000,  or  says  he  wants  a 
property  about  that  price,  located  east  of  Wilson,  be- 
tween Central  and  Euclid,  a  glance  at  the  map  will 
show  all  properties  in  that  section  which  are  listed. 
Ill  looking  over  the  map  a  residence  on  Cedar  avenue, 
priee  $3,000,  as  shown  by  the  tag,  is  found,  and  as  the 
loeatlin  md  price  are  right,  full  details  may  be  found 
by  turning  to  record  No.  50.  The  property  Is  thus 
located  in  a  moment,  and  Smith  is  saved  annoying 
delay.  In  addition  he  has  also  undoubtedly  been 
favorably  Impresied  with  this  method  of  doing  busi- 

The  records  are  cross  indexed  in  the  name  of  the 
owners,  and  can  be  referred  to  in  this  manner  when 
desired,  and  the  index  cards  used  for  additional  nota- 
tions. 


The  Single  Aim 

Focus  your  ability  upon  one  point 
until  you  bum  a  bole  in  it. 
Genius  is  intensity.  Digression  is  as 
dangerous  as  stagnation.    It  is  the 
single  aim  that  wins. 


How  to  Eeeord  Titles  and  Abstracts 

BT  JOHN  T.  WAGNBi; 

All  examiners  of  titles  should  use  a  system.  It  need 
not  neeessarilj  he  this  system,  but  it  should  be  some 
deinite  ized  plan.  If  you  have  none  that  suits  yon 
better,  the  one  herein  outlined,  or  an  adaptation  of  it 
to  your  wants,  will  help  yon. 

The  very  first  thing  done  in  beginning  a  search  is  to 
indorse  and  number  an  envelope.  A  rubber  number- 
ing and  printing  maohine  is  used  for  numbering  and 
indorsing  the  papers  and  envelope.  The  envelopes 
are  filed  away  consecutively,  according  to  their  num^ 
hers,  and  are  numbered  at  each  end,  so  that  no  matter 
in  what  position  the  envelope  is  filed,  the  number 
appears  (Figure  I).  Every  paper  referring  to  a  par- 
ticular title  is  numbered  and  indorsed  to  correspond 
with  the  envelope  and  is  kept  in  the  invelope. 

A  numeneal  list  of  the  searches  Is  kept  in  the  back 
of  one  of  the  drawers  of  the  card  index.  Each  card 
contains  ten  names  (Figure  II).  This  list  serves  two 
purposes :  First,  from  it  the  number  for  new  envelopes 
is  easily  gotten;  second,  it  is  a  sort  of  cheek  to  tha 
^maJong  of  orroii. 


TITIjB  and  ABSTRACT  MSCOBDS  103 


Of  the  actual  examination  of  a  title  the  first  step  is 
to  gat  the  names  of  the  successive  owners  for  such  a 
period  of  time  as  it  is  intended  the  search  shall  cover. 
We  go  baek  as  far  as  possible  in  each  ease.  Many  of 
our  searches  go  back  as  far  as  William  Penn. 

The  next  step  is  to  get  a  description  of  the  premises 
conveyed,  though,  as  a  matter  of  fact,  in  most  cases 
we  do  this  at  the  same  time  that  the  successive  owners 
are  gotten.  Of  each  deed  or  each  separate  link  in 
the  chain  of  title,  a  brief  abstract  is  made  on  a  sep- 
arate piece  of  paper  and  the  description  copied  in  aE 
cases  where  the  description  varies  from  the  descrip- 
tions which  have  already  been  copied  (Figure  HI). 
When  a  description  changes  with  reference  to  abutting 
owners  only,  but  where  the  courses  and  distances  are 
the  same  as  a  description  already  copied,  a  note  is 
made  on  the  abstract  as  follows:  "Same  premises  as 
No.  6:  Deed  of  Caleb  Jones  to  Chas.  White."  This 
double  reference  is  to  guard  against  errors. 

The  third  step  is  to  make  plots  of  the  several  descrip- 
tions. This  is  a  labor  requiring  patience,  but  it  is  the 
only  sure  way  hi  very  many  cases  to  decide  whether 
or  not  a  given  description  is  contained  within  another 


Fonii  I:   Fofin  of  envelope  used  for  brief*,  Biiowiag  how  it  may  be  filed  on  either  end 


iNTEWTIONAL  SECOND  EXPOSURE 


How  to  Reeoiii  Titles  and  Abstracts 

BT  JOHN  T.  WMMMl 

All  examiners  of  titles  should  use  a  system.  It  need 
not  necessarily  be  this  system,  but  it  sboiild  be  mmm 
definite  fixed  plan.  If  you  haTe  none  that  suits  yon 
better,  the  one  heirein  outlined,  or  an  adaptation  of  it 
to  your  wants,  will  help  yon. 

The  very  first  thing  done  in  beginning  a  search  is  to 
indorse  and  number  an  envelope.  A  rubber  number- 
ing and  printing  machine  is  used  for  numbering  and 
tniorsing  the  papers  and  enyelope.  The  envelopes 
are  filed  away  consecntively,  according  to  their  nvmr 
hers,  and  are  nnmbered  at  each  end,  so  that  no  matter 
in  what  position  the  envelope  is  filed,  the  number 
tpp^iia  (figure  I).  Every  paper  referring  to  a  par- 
tieulur  title  is  numbered  and  indorsed  to  correspond 
with  the  envelope  and  is  kept  in  the  invelope. 

A  numerical  list  of  the  searehes  is  kept  in  the  back 
of  one  of  the  drawers  of  the  card  index.  Each  eard 
contains  ten  names  (Kgnre  II).  This  list  serves  two 
purposes :  First,  from  it  the  number  for  new  envelopes 
is  easily  gotten;  second,  it  is  a  sort  of  check  to  the 
making  of  errors^ 


TITIiE  AND  ABSTRACT  RECORDS  103 


Of  the  actual  examination  of  a  title  the  first  step  is 
to  get  the  names  of  the  successive  owners  for  such  a 
period  of  time  as  it  is  intended  the  search  shaE  cover. 
We  go  back  as  far  as  possible  in  each  case.  Many  of 
our  searches  go  back  as  far  as  William  Penn. 

The  next  step  is  to  get  a  description  of  the  premises 
conveyed,  though,  as  a  matter  of  fact,  in  most  cases 
we  do  this  at  the  same  time  that  the  successive  owners 
are  gotten.  Of  each  deed  or  each  separate  link  in 
the  chain  of  title,  a  brief  abstract  is  made  on  a  sep- 
arate piece  of  paper  and  the  description  copied  in  aU 
cases  where  the  description  varies  from  the  descrip- 
tions which  have  already  been  copied  (Figure  III). 
When  a  description  changes  with  reference  to  abutting 
owners  only,  but  where  the  courses  and  distances  are 
the  same  as  a  description  already  copied,  a  note  is 
made  on  the  abstract  as  follows:  "Same  premises  as 
No.  i!  Deed  of  Caleb  Jones  to  Chas.  White."  This 
double  reference  is  to  guard  against  errors. 

The  third  step  is  to  make  plots  of  the  several  descrip- 
tions. This  is  a  labor  requiring  patience,  but  it  is  the 
only  sure  way  in  very  many  cases  to  decide  whether 
or  not  a  given  description  is  contained  within  another 


Fn  I:  Fem  of  mwlope  nwd  fw  Ixiefs,  shoiniig  how  it  tmf  be  filed  on  either  end 


104    KEEPING  EBAL  BSTATB  BBCOKDS 


TITLE  AND   ABSTRACT  EECORDS 


105 


one,  and  more  especially  is  this  true  where  the  tract 
to  be  searched  against  is  composed  of  parts  of  two 
OP  more  other  tracts. 
After  all  these  plots  are  made  and  fitted  togetlier 


'  ^  ■<  -  ■•      ^  <' 

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Pom  III:  Brief  abstract  made  out  for  each  dbed  or  each  sepaiateliak  in  the  dwia 
of  title  giiriog  detciiptioti  of  the  propefty 


INTENTIONAL  SECOND 


104    K££PINa  KBAL  ESTATE  RECORDS 


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TITLE  AND   ABSTEACT  RECORDS  105 


one,  and  more  especially  is  this  true  where  the  tract 
to  be  searched  against  is  composed  of  parts  of  two 
or  more  other  tracts. 
After  all  these  plots  are  made  and  fitted  together 


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.j;  V  ».yt.^^  ..  i^.  ,  ■   

V;-£;;7-;;:|;i;:_::-:v:;\,*::^^^^ 

1               —BHIWlHllillilnllli  |i|illl|i|i|ilWliHi|||liiillilii|iHlii||ii|i"l(|ii/li|||lllli  mill  ll^lllllllllilllllMiiilll^iill'lllllfill|i>i|ii'iillifiil|ii|llii||i|i|||IIIIWIIlllii|i|il  if|llii||i|ii  1  ijyiill 

Form  III:  Brief  aliBtract  made  out  for  each  deed  or  each  separate  link  in  the  chato 
Of       giving  descfiptton  ot  the  property 


im  EM&FmQ  bmmm  estate  becobds. 


or  into  mek  other  a  complete  draft  of  the  aoTeral  plots 
it  niidey  iengnatiiif  on  the  draft  by  appropriate 
aarka  the  hoimdariea  of  the  premlaea  deseribed  in 
eaeh  link  of  the  ehain  of  title.  The  fatare  advantage 
of  thig  mnst  be  apparent. 

The  next  step  is  searching  for  mortgages,  judgments, 
nieehanica'  Iieii%  agreements  of  sale,  release^  adyerse 
emiT^janeei,  etc.  Of  all  these,  nortgagiis  and  adverse 
eoDvegranees  are  the  onlj  ones  which,  in  onr  practice, 
are  of  sufficient  frequency  to  require  any  systematized 
elassiication.  In  searching  for  mortgages  and  adverse 
conveyances  we  always  search  the  same  length  of  time 
for  one  as  the  other.  We  arrange  the  names  on  appro- 
piiato  blanks,  always  beginning  with  the  oldest  owner, 
fiis  method  olton  saves  rehandMng  of  books. 

And  a  systm  which  saves  the  rehandling  of  books 
not  only  saves  considerable  time,  but  reduces  the 
chances  of  error,  which  is  far  from  bemg  the  least 
important  where  property  interests  are  in  question. 
This  work  cannot  have  too  much  careful  consideration, 
at  errors  are  liable  in  after  years  not  only  to  cause 
litigation,  Mvolving  thousands  of  dollars,  but  to  bring 
pttslble  inancial  loss  to  innocent  pumhasers. 


Concentrate 

PUT  it  aU  in;  your  initiative,  youren- 
tliuaiasiii,  your  whole  ability  to  see 
far,  to  tMnk  clear,  to  develop  old  ideas 
and  create  new.  Every  ounce  of  your 
personal  efficiency,  every  pound  of  your 
power  to  plan  and  build.  Give  to  the 
workyon  choose  yonrbeslbrain  pfodiid* 


CHAPTER  XVI 


How  to  Keep  Costs  on  Buildings 

BT  BBNJAMIN  A.  FEANKIIN 
€fih$  MSUmr  ^  FmnMm  Companf 

Leases  for  flat  and  apartment  buildings  usually  re- 
quire the  owner  to  furnish  aU  janitor  service,  water 
and  heat,  to  do  all  necessary  repairing  and,  in  some 
eases,  to  supply  the  lighting,  gas  and  refrigeration. 

It  is  at  once  apparent  that  where  the  agent  has 
many  iats  and  apartments  to  let,  to  heat,  to  light  and 
to  furnish  with  janitor  service,  a  well  devised  system 
presents  large  possibilities  in  the  way  of  money  saving, 
for  the  services  of  an  office  force,  a  repair  gang,  a 
store  of  supplies,  a  large  janitor  force  and  a  corps  of 
cleaners  are  required. 

The  system  here  described  is  readily  applicable  to 
large  apartment  houses  or  office  buildings,  and  the 
ideas  presented  iu  this  outline  are  adaptable  to  other 
similar  businesses.  The  main  feature  of  the  general 
scheme,  which  covers  every  point  of  importance  from 
the  making  of  leases  to  the  periodical  discussion  of 
costs  and  improvements,  is  its  cost  system. 

The  aim  of  the  cost  system  is  to  show  for  each 
house  and  for  each  individual  apartment  the  value 

li7 


im  WMJUb  ISTATB  IBOOIDS 


nf  teiiaat  iwnlali  d«0  tlie  mmei  as  againft'  tlie  items 
0f  mpmm.  Hie  Istter  comprise  repairs,  including 
labor  and  material  for  plumbing,  painting,  paper- 
lianging  and  so  on;  taxes,  insurance,  gas,  coal,  water 


»Af»AflTMSNT»  n  #.  a.  «.  6,     T<«.    .  HOU«C  HO. 


woitTH  or  jANUAHY  I  moHTMorrceR  JA*iv 


^LUMBINO  LA»OR 

jMaHTtMO  1.ASOA 

«t  WATCIUAV 


SIS 


MATCRtAL 


■A  " 


iiNSURANCe 


iillANO  TOTAt  CQ«T 


377 


COMCAFAKTMKNT 


f 
z 
« 

4 

« 

T 

e 


TOTAl 


.-^-^^  ^^^^^^ 


rN  ULAeH 


^  cost  book  showing  how  items  of  i: 
'fcftpi  by  for  iata  and  apaitiMBtt 


■in?"II!"PTMn.  r'Afl'PQ  am  UTTTT.TITMIlfil  flMI 


DATE 

MOU^E  NO   

APARTMENT  NO,^^  

-  t  .. 

TENANT  ^^^^^^^^  

NATURE  OF  REPAIR^: 

'  '  ^                                   •                ,       -  -i 

STOCK  yseo 

.....                                          .  .         ,                >■       .  ^ 

V;  ';    ■,■  .  '^^ ; 

TOTAt   :  j 

.-v.v. 

Tl  r 

HRS. 

r 

R€PAIReil«O.L  BATE^_^. 

i»         »                  tt  S 

.J*                                    ■»■     m     Ml  m                        wi*  * 

'  ^ 

■  r 

<  •  •  L'"'    '                       ^  ^  '  -  '  ^ 

^    »            *        '    '      "     mr  >t>.-*tmmmmim'».    ,    "              a*  « «(^« 

^                   ~    ,                    '  1 

;  •* 
t 

w  (miinmBiini<»pii»ii^ 

INTENTIONAL  SECOND  EXPOS 

On*———  I  1  *i      ■     ■        —  —  —  —  Misa(iiifciiiuiii-.>..«..«:  •  Aimnai-i  


108    KEEPING  REAL  ESTATE  RECORDS 

of  tenant  rentals  due  the  owner  as  against  the  items 
of  expense.   The  latter  eomprise  repairs,  including 

labor  and  material  for  plumbing,  painting,  paper- 
hanging  and  so  on;  taxes,  insurance,  gas,  coal,  water 


MOUSE  wOy        ,. , 

fWOMTMOr  JANUAWY 

tBM 

*MUI«TmO  LABOR 

"    "  m  MATCBIAl. 

-  "  / 

iiiili 

■■•  -. 

I  > 

'   '1' 

/ 

•v:i>\ 
-■■■.~^:W 

.  -rOTALRCPAIRB 

ftCNCBALCXPCMSr 

INSURANCE 

t 

; 
< 

|||iiP|f  OTAL  COST-;;:;  ■.■ 

.■.•,*-•*••■■■"' 

v.v;>_-;v.-.-.":'.-"r  ■ 

mCOJHC  APARTM C NT  f 
ft  9 

•  B 

*  t 

1 

'J 

TOTAU 

l*ROr 
rN  BL 

tTB 
ACH 

to 

:  ' 

4mm 

(W 

»/ 

Ffloal:  A  pace  from  the  cost  book  shounng  how  items  of  income  ami  BipiMB  ve 

kept  by  months  for  fl&ts  and  apartments 


KEEPING  COSTS  ON  BUILDINGS  109 


REPAIR  CARD 

DATE 

HOUSE  NO  ^  

A:PARTMENTNO  

TENANT 

NATU!=»E  OF  REFAJRS: 

..                                          ■           ■                   ■                 /\ :-;;.;«:-xirnvi(.:;.'.:,. :■:■;>:■■■■,. ;../>v ■  v.v: y.^r'-v. 

STOCK  USED 

TOTAL 

TIME 

HRS. 

0kPAlB€RHO:^  RATE^_.. 

r-ii'iv-v**.-*. ■  ■■-V %*•■'■■-" ,•;'■;^>■■:;.•^^^•'■;v/-^/^^■■^^'^|■.V'^ 

r 

V          n  '     ,  it 

v.'.r 

v.:  v.v. ■ 

'        ■»              mini  nil                      «|»  ii^ 

Famll:  itaat rfdi of Npdr caM « iiliicb irariuim mo^ 


110    KEEPING  BEMi  ESTATE  BECOMm 


tax,  janitor  lemee  and  general  expenses.  These  items 
afpear  in  detail  and  are  balaneed  to  show  a  profit  or 
low.  Tliegr  are  worked  ont  by  montlii  and  set  down 
eonparstiTeljr  to  show  inetnation  as  a  basis  for  im- 
provement 

WMe  there  is  naturally  a  great  deal  of  detail,  very 
little  clerical  help  is  needed  to  keep  this  system  in 
perfeet  operation.  The  method  of  gathering  the  items 
of  eoti  and  of  dividing  them  to  their  proper  charge 
aeeounta  without  an  entry,  nntil  the  end  of  the  month, 
when  all  the  entries  are  made  on  the  agent's  hooks 
at  once,  gives  very  good  results  with  little  work. 

SfsHm  of  Kgwpimg  Apmmmi  Coift  Wkkk  Is 
I  Accurate  and  S^fk 

Wmm  I  shows  the  cost  hook  and  is  self-explanatory 
as  to  its  meaning  and  nae.  The  story  of  two  months' 
valne  of  a  house  is  shown;  it  tels  itself.  In  the  first 
month,  perhaps,  a  profit  is  made,  the  second  month 
may  show  a  loss,  and  the  manager  naturally  wants  to 
know  why.  A  glance  shows  the  reason-apartment 
No.  4  became  vacant  and  it  was  necessary  to  paint 
and  paper  it,  besides,  repairs  had  to  be  made  on  the 
house  itself.  These  things  the  repair'  cards  for  'the 
house  in  question  eovering  that  month  tell  at  a  glanee. 

The  cost  on  each  house  is  kept  in  the  same  way 
and  the  results  for  a  year,  month  by  month,  are 
paraleled.  These  results  are  checked  against  the 
owner's  account  on  the  agent's  book  for  accural^. 

Hie  gathering  and  recording  of  this  information  is 
done  very  easily.  The  repair  men  report  to  the  office 
and  are  given  vari-colored  cards,  according  to  the  class 
of  work,  one  card  for  each  house  and  each  apartment 
on  which  work  is  to  be  done  (Form  11).  An  estimate 


KEEPING  COSTS  ON  BlUIiDINOS  111 


'V 

■if 


'I-  -i 
-  -r:       :  ^  i/'^ 


~,  *  " 


HCFOflT  OrNEOeSSItY  OF 

"  -  - -  ' -  -- 

•■*-'•  ■■^■0*~•■i*-•^^v••«>•i//^^^•V^■«■^:^■.■■■■•V-S*•■•^^^^^ 

HOUSE  NO.^^^^^^^  :;: 


ti^SKCTtON  or  aci»Am  NeccssfTv  »r 


Mm 


hepout: 


••••  ^  Y 


,4         "  > 


- 


I  --1  ».' 


^  r 


.  ,  '  ': 

'  A.  •• 


■I  ..••_-.>«v^--;.;':.':^>../r«'_. 


Btwnw  iide  of  Form  II.  the  card  oa  which  workmen  report  time  and  amount  of  itooK 


tNTENTIONAL  SECOND  EXPOSURE 


no    KEEPING  BEAIi  ESTATE  RECORDS. 

tax,  janitor  service  and  general  expenses.  These  items 
appear  in  detail  and  are  balanced  to  show  a  profit  or 
loss.  They  are  worked  out  by  months  and  set  down 
eomparatiTely  to  show  fluctuation  as  a  basis  for  im- 
pro¥«ni«it. 

WMe  there  Is  naturally  a  great  deal  of  detail,  very 

little  elerical  help  is  needed  to  keep  this  system  in 
perfect  operation.  The  method  of  gathering  the  items 
of  eost  and  of  dividing  them  to  their  proper  charge 
aeeounts  without  an  entry,  until  the  end  of  the  month, 
when  all  the  entries  are  made  on  the  agent's  books 
at  onee,  giyes  yery  good  results  with  little  work. 

System  of  Keeping  Apartment  Costs  IV hick  Is 
Accufoie  and  SimpU 

Form  I  shows  the  cost  book  and  is  self-explanatory 
as  to  its  meaning  and  use.  The  story  of  two  months' 
yalue  of  a  house  is  shown;  it  tells  itself.  In  the  first 
month,  perhaps,  a  profit  is  made,  the  seeond  month 
may  show  a  loss,  and  the  manager  naturally  wants  to 
know  why.  A  glance  shows  the  reason— apartment 
No.  4  became  vacant  and  it  was  necessary  to  paint 
and  paper  it,  besides,  repairs  had  to  be  made  on  the 
house  itself.  These  things  the  repair  cards  for  the 
house  in  question  eoyering  that  month  tell  at  a  glanee. 

The  eost  on  each  house  is  kept  in  the  same  way 
and  the  results  for  a  year,  month  by  month,  are 
paralleled.  These  results  are  checked  against  the 
owner's  account  on  the  agent's  book  for  accuracy. 

The  gathering  and  recording  of  this  information  is 
done  yery  easily.  The  repair  men  report  to  the  office 
and  are  giyen  yari-colored  cards,  according  to  the  class 
of  work,  one  card  for  each  house  and  each  apartment 
on  which  work  is  to  be  done  (Form  II).   An  estimate 


KEEPING  COSTS  ON  BUILDINGS  111 


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Rcftfw  ride  o(  Form  II,  the  cinl  on  which  workmen  repcn-t  time  and  amount  of  stock 


EB'BIPIHC^  .TCBATj  SiSTATB 


WtttlAM  ST. 


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■.■-■v.-:i;.-.-.i.*---- 

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md  tht  piict  of 


of  time  and  material  necessary  has  been  made  and  the 
man  must  approximate  the  estimate.  Each  man  has 
issii«d  to  ym  an  order  for  the  material  he  needa.  \  ti 
aoconnt  is  kept  of  this  material  and  the  bills  cheoked 

aicaiiuit'  the  reiMiir  cards  when  they  are  tnni'ed  'in. 
Baoh  man,  when  his  joh  is  inished,  has  the  foreman 
sign  his  card,  which  he  turns  into  the  office. 


KEEPING  COSTS  ON  BUIM)INGS  113 


The  men  are  paid  by  their  cards.  No  entry  is  made 
from  these  cards  at  the  time,  but  they  are  put  into 
a  large  nest  of  pigeon-holes,  one  set  apart  for  the 
records  for  each  house.  At  the  end  of  the  month  all 
the  cards  have  been  sorted  out  and  it  is  one  day's 
work  for  one  person  to  enter  them  properly  in  the 
books. 

The  bills  for  gas,  water  and  coal  come  separately 
for  the  individual  houses,  of  course.  The  items  of 
taxes,  insurance  and  general  expenses  drawn  from  the 
books  monthly  can  readily  be  divided  in  proportion  to 
the  rental  value  of  the  different  buildings  and  quickly 
altered. 

Janitor  service  is  conducted  under  this  S3^tem  some- 
what differently  from  the  usual  method.  Some  janitors 
attend  to  nothing  but  fires,  going  from  house  to  house, 
others  attend  to  nothing  but  removing  garbage  and 
ashes,  while  the  rounds  of  cleaning  are  made  con- 
stantly by  a  cleaning  gang.  Their  costs  are  readily 
apportioned  properly  to  each  house.  A  scheme  is  de- 
vised to  regulate  the  coal  used  daily,  record  it,  and 
compare  amount  reported  used  with  amount  paid  for. 
This  is  illustrated  by  items  in  Form  L 

A  special  method  is  employed  to  keep  track  of  rents 
due,  back  rents,  bills  sent  and  payments  made.  This  is 
illustrated  by  Form  HI.  A  bill  is  sent  the  day  before 
the  rent  is  due  and  a  check  mark  is  put  down  to  indi- 
cate it.  The  amount  is  set  down  on  the  day  of  pay. 
mcnt  and  if  no  rent  is  then  due  a  check  is  put  in  the 
last  column. 

Under  this  system  the  names  are  written  only  onee 
a  year,  a  loose  leaf  book  with  short  leaves  for  eleven 
months  being  used.  Back  rents  are  brought  forward 
eaeh  month  and  the  daily  totals  checked  with  the 


INfTENfTlONAL  SECOHD  EXPOSURE 


U2    KBBFING  KBAL  ESTATE  KBCOKDS 

_  in- 


WILLIAM  ST, 

'  \. 

■i 

$30 

f  , 

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I: 

of  time  and  materitl  necessary  has  been  made  and  the 
man  must  approximate  the  estimate.  Each  man  has 
iBsiied  to  him  an  order  for  the  material  he  needs,  v  ti 
icconnt  is  kept  of  this  mmtenal  and  the  bills  checked 
against  the  repiir  cards  when  they  are  tamed  in. 
Sach  man,  when  his  job  is  finished,  has  the  foreman 
sign  his  card,  which  he  turns  into  the  oliee. 


EIEIIMII  costs  ON  BUILDINGS  113 


The  men  are  paid  by  their  cards.  No  entry  is  made 
from  these  cards  at  the  time,  but  they  are  put  into 
a  large  nest  of  pigeon-holes,  one  set  apart  for  the 
records  for  each  house.  At  the  end  of  the  month  all 
the  cards  have  been  sorted  out  and  it  is  one  day's 
work  for  one  person  to  enter  them  properly  in  the 
books. 

The  bills  for  gas,  water  and  coal  come  separately 
for  the  individual  houses,  of  course.  The  items  of 
taxes,  insurance  and  general  expenses  drawn  from  the 
books  monthly  can  readily  be  divided  in  proportion  to 
the  rental  value  of  the  different  buildings  and  quickly 
entered. 

Janitor  service  is  conducted  under  this  system  some- 
what differently  from  the  usual  method.  Some  janitors 
attend  to  nothing  but  fires,  going  from  house  to  house, 
others  attend  to  nothing  but  removing  garbage  and 
ashes,  while  the  rounds  of  cleaning  are  niade  con- 
stantly by  a  cleaning  gang.  Their  costs  are  readily 
apportioned  properly  to  each  house.  A  scheme  is  de- 
vised to  regulate  the  coal  used  daily,  record  it,  and 
compare  amount  reported  used  with  amount  paid  for. 
This  is  illustrated  by  items  in  Form  I. 

A  special  method  is  employed  to  keep  track  of  rents 
due,  back  rents,  bills  sent  and  payments  made.  This  is 
illustrated  by  Form  IH.  A  bill  is  sent  the  day  before 
the  rent  is  due  mid  a  cheek  mark  is  put  down  to  indi- 
cate it  The  amount  is  set  down  on  the  day  of  pay- 
ment and  if  no  rent  is  then  due  a  check  is  put  in  the 
last  column. 

Under  this  system  the  names  are  written  only  once 
a  year,  a  loose  leaf  book  with  short  leaves  for  eleven 
months  being  used.  Back  rents  are  brought  forward 
eaeh  month  and  the  daily  totals  cheeked  with  the 


f 

li! 


114    KEEPING  REAL  ESTATE  BECOBDS 


■\  


KEEPING  COSTS  ON  BUILDINGS  115 
•il^ipiit  of  easli  reoeiTed.  Simple  methods  are  need  to 
laiidie  the  question  of  ehaiigiiig  tenants  and  those 
who  leave  owing  back  rent.  With  the  foregoing  it  is 
easily  seen  that  an  intelligent  and  close  oversight  of 
the  business  can  be  had. 

Sysiem  for  Hmdlmg  CaUecttans,  Vacancies  and 

Other  Records 

To  handle  the  matter  of  vacancies,  there  hangs  on 
the  wall  of  the  offiee  a  large  board,  illustrated  by 
Form  IV.  As  will  be  seen,  the  streets  are  set  down 
and  the  number  of  the  houses.  The  square  represents 
the  apartments  of  the  houses— in  the  illustration,  four 
each.  These  squares  are  simply  grooved  tin  pieces, 
into  which  cards  ean  be  slid.  On  one  side  of  the  eard 
Is  printed  in  large  red  figures  the  amount  of  rent  to 
be  obtained,  on  the  other  side  is  written  the  name  of 
the  tenant.  If  the  apartment  is  vacant  the  figures  are 
turned  out,  so  that  at  a  glance  the  vacant  apartments 
and  rent  thereof  are  to  be  seen.  If  the  apartment  is 
oeeupied  the  side  bearing  name  of  tenant  is  put  out- 
side. This  offers  a  quick  and  eonvenient  method  of 
showing  the  situation. 

In  the  matter  of  collection  of  rents,  there  is  a  card 
made  out  for  each  tenant,  and  these  cards  are  placed 
in  a  box  with  monthly  division  cards.  The  bills  are 
made  out  monthly  from  the  cards  and  as  payments 
are  made  the  cards  are  set  ahead  to  the  next  month. 
There  are  left  in  back  months  then  only  the  cards  of 
those  who  have  not  paid  promptly. 

In  the  matter  of  duplicate  keys  there  is  kept  a 
board,  similar  to  Form  IV,  with  hooks  in  place  of  the 
squares,  but  with  a  steel  rod  fitting  over  the  hooks 
and  locked  down  at  the  end,  so  that  keys  cannot  be 


INTENTIONAL  SECOND  EXPOSURE 


114    KKKPING  Il£AL  ESTATE  &EGOBDS 


KEEPING  COSTS  ON  BUILDINGS  115 
amount  of  cash  received.  Simple  methods  are  used  to 
handle  the  question  of  changing  tenants  and  those 
who  leave  owing  back  rent.  With  the  foregoing  it  is 
easily  seen  that  an  intelligeiit  aai  close  oversight  of 
the  business  ean  be  had. 

System  for  Handling  Collections,  Vacancies  md 

Other  Records 

To  handle  the  matter  of  vacancies,  there  hangs  on 
the  wall  of  the  office  a  large  board,  illustrated  by 
Form  IV.  As  will  be  seen,  the  streets  are  set  down 
and  the  number  of  the  houses.  The  square  represents 
the  apartments  of  the  houses— in  the  illustration,  four 
each.  These  squares  are  simply  grooved  tin  pieces, 
into  which  cards  can  be  slid.  On  one  side  of  the  card 
is  printed  in  large  red  figures  the  amount  of  rent  to 
be  obtained,  on  the  other  side  is  written  the  name  of 
the  tenant.  If  the  apartment  is  vacant  the  figures  are 
turned  out,  so  that  at  a  glance  the  vacant  apartments 
and  rent  thereof  are  to  be  seen.  If  the  apartment  is 
occupied  the  side  bearing  name  of  tenant  is  put  out- 
side. This  offers  a  quick  and  convenient  method  of 
showing  the  situation. 

In  the  matter  of  collection  of  rents,  there  is  a  card 
made  out  for  each  tenant,  and  these  cards  are  placed 
in  a  box  with  monthly  division  cards.  The  bills  are 
made  out  monthly  from  the  cards  and  as  payments 
are  made  the  cards  are  set  ahead  to  the  next  month. 
There  are  left  in  back  months  then  only  the  cards  of 
those  who  have  not  paid  promptly. 

In  the  matter  of  duplicate  keys  there  is  kept  a 
board,  similar  to  Form  IV,  with  hooks  in  place  of  the 
squares,  but  with  a  steel  rod  fitting  over  the  hooks 
and  locked  down  at  the  end,  so  that  keys  cannot  be 


116    KEEPINO  MBAIi  ESTATE  EBCOBDS 


taken  off  except  by  the  office  man.  When  he  immm 
a  key  he  places  on  the  hook  from  which  it  waa  tak^ 
a  pasteboafd  diae  with  metal  fim.  On  the  Sm  h 
writtm  the  name  of  the  peraon  to  whom  the  key  waa 
iroed.  This  pre^enta  mnch  woiry  over  loss  of  keys. 

A  lease  book  is  kept  which  contains  a  history  of 
each  lease.  This  shows  such  items  as  the  date  of 
expiration,  terms,  renewals  and  conditions. 

A  card  record  for  each  employee  gives  the  history 
of  his  service  with  the  company  ani  the  character  of 
hiS'  work 

This  system,  while  simple,  gives  complete  and  accu- 
rate information  regarding  all  parts  of  the  business, 
and  is  easily  kept  up  to  date. 


Don  t  Wflit 

alarm  clock  is  going  to  ring  when 
time  strikes  the  hour  of  your  op- 
portunity.  Fate  never  yet  failed  to 
turn  down  the  man  who  waitad  for 
something  to  turn  up. 

It  is  seldom,  however,  that  oppor- 
tunity gets  by  the  man  who  is  ready. 
Be  alive.  Be  prepared.  Be  on  the 
ground  and  working. 


CHAPTEE  XVII 


How  to  Install  a  Complete  Record 

System  *^ 

There  was  a  time  not  irery  many  years  ago  when  a 
real  estate  agent  could  keep  track  of  his  business  in 
haphazard  manner  without  the  use  of  a  complete  sys- 
tem of  records.  Often  he  could  keep  fresh  in  his  mind 
the  various  deals  on  his  docket  without  putting  the 
figures  on  paper.  His  business  was  not  of  so  ex- 
tensiTe  a  nature  as  to  demand  a  well-ordered  register 
of  every  matter  brought  to  his  attention.  In  fact  his 
business  was  conducted  largely  on  a  personal  basis  and 
pocket  and  memory  records  were  sufficient. 

But  now  this  is  all  changed.  The  real  estate  agent  of 
today  finds  that  modem  business  records  are  absolutely 
necessary  in  his  work.  The  nature  of  his  business  has 
become  greatly  diversified  and  the  extent  of  his  trans- 
actions has  increased  in  proportion  to  the  population. 
His  customers  number  into  the  hundreds  and  perhaps 
thousands  and  their  wants  are  of  varied  eharaeter, 
especially  in  a  large  city.  One  may  wlih  to  buy  a 
house,  another  to  rent  a  flat,  another  to  exchange  a 
store  for  a  vacant  lot.  To  take  care  of  this  business 
adequately  the  agent  or  dealer  needs  a  complete  sys- 
tem for  handling  all  kinds  of  transactions  The  fomitf 

IIT 


_  ,1 

I 


JlJBJSflrljMljl'  IkuAlJ  JSicllAllii  JKJ!ivUlU/BI 


COMPIiETfi  EIGOBD  BYSTm  U9 


presented  in  tills  ftrtiele  aiin  to  meet  aU  tlie  needs  in 
m  real  estate  office  and  with  suitable  variations  maj 
be  adapted  to  the  nses  of  any  concern. 

One  of  the  chief  things  the  agent  finds  it  necessary 
to  keep  Is  an  aoenrate  record  of  his  costomers'  wants. 
This  ean  be  done  easily  by  the  use  of  a  foUow-up 
card  system  which  consists  of  a  nnmber  of  different 
forms  especially  arranged  for  the  real  estate  business. 
The  cards  are  methodically  arranged  according  to  the 
needs  of  customers.  Inquiries  of  patrons  usually  may 
be  divided  into  these  classes:  Firsts  relative  to  buying 
a  house,  a  iat,  a  store  or  a  vacant  lot ;  second,  inqniries 
to  rent  a  house  or  a  flat;  and  third,  relative  to  ex- 
changing property. 

All  inquiries  received  are  recorded  on  cards  made 
for  the  purpose  and  are  placed  in  indexes  for  future 
reference.  These  cards  have  spaces  for  the  name  and 


Mm, 


Form  I  (front  card)  and  II  (middle  card) :  Indexes  used  for  inquiries  to 
rent  fiats,  houses  or  stores    Form  III  (back  card):  Register 
of  inquiries  to  buy  realty 


1 


KEEPING  REAIi  ESTATE  RECORDS 


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COMPLETE  RECORD  SYSTEM.  lit 


presented  in  this  article  aim  to  meet  all  the  needs  in 
a  real  estate  office  and  with  suitable  variations  may 
be  adapted  to  the  uses  of  any  eoncern. 

Od6  of  the  chief  things  the  agent  inds  it  neeegsary 
to  keep  is  an  accurate  record  of  his  enstomers'  wants. 
This  can  be  done  easily  by  the  use  of  a  follow-up 
card  system  which  consists  of  a  number  of  different 
forms  especially  arranged  for  the  real  estate  business. 
The  eards  are  methodically  arranged  according  to  the 
needs  of  customers.  Inquiries  of  patrons  usually  may 
be  divided  into  these  classes:  First,  relatiye  to  buying 
a  house,  a  flat,  a  store  or  a  vacant  lot ;  second,  inquiries 
to  rent  a  house  or  a  flat;  and  third,  relative  to  ez- 
ehangmg  property. 

All  Uiquiries  received  are  recorded  on  cards  made 
for  the  purpose  and  are  placed  in  indexes  for  future 
reference.   These  cards  have  spaces  for  the  name  and 

 ■ 


fftouiRv  TO  »uy  House,  rt^rs  <m  vacant 


DAYS 


A  - 


Fonn  I  (front  card)  and  II  (middle  card):  Indexai  iiaed  for  inquiries  to 
vent  flats,  houses  or  stores    Form  III  (back  card) :  Register 
of  inquiries  to  buy  realty 


120    KEEPING  REAIi  BSTATB  BBCORDS 


I 


COMPLETE  RECORD  SYSTEM 


'  H0U«e,FiA-rs«i»V4CAHTTDc:xeHAi«ac               *  r 

,  MM«f  AND  AOOMEM 

"'""'J'  "  '  1  '  

'  "■  "'    '    'l"!''  '  Ml  «  III      .1  II  I  4  .W   M    1  ■  '■■11,1  .1  t|,l  

•RICK,  on  rn^Mt 

HOW  HUT£fe' 

.ftuMaih« 

^  .  tA«W 

•n^tcT  iM^RovcMenra 

.iwiiw 

TiM«»«POnrATmit  . 

iT„:ti  fni-  1                          V  - 

'        .■■tilt.'  I.||I|II|>I|M|1|,  

..  .  .    .  ow*- 

f        Jii  I  1  1    ■■   1 1 J  I  jr  II  r"^  ■  1"      ■-  i          r      *•    ^  ' 

T'i?' "  V"  " """  ".J"' ' 

FomlV:  Caiiuaedforicgiateriiigalliiifaniutiaacoiicmiii^ 

address  of  tiie  person  inquiriiig  and  for  remarks  eon- 
eeming  just  what  is  wanted;  at  the  top  are  figures  by 
wMeh  the  number  of  rooms  desired  may  be  indicated 
(Forms  I  and  II).  In  the  case  of  the  card  for  inquiries 
to  buy  a  house,  a  flat,  or  a  vacant  lot,  the  choice  mi^ 
be  indicated  by  extensions  at  the  top  margin  as  ahowii 
in  Form  m.  These  cards  should  be  filed  according 
to  the  name  of  the  buyer. 

When  a  customer  wants  to  make  an  exchange  of 
property  another  card  with  spaces  for  a  complete 
description  of  his  property  is  used  by  the  agent  (Form 
IV).  Such  cards  are  filed  according  to  streets  soJiAt 
they  can  easily  be  referred  to  in  case  another  ^lllll' 
desires  property  in  the  locality  named. 

The  agent  also  has  records  for  use  in  case  a  customer 
has  a  flat  building  or  residence  or  other  property  for 
sale  (Forma  V  and  VI). 

Spaces  are  arranged  for  a  general  description  of  the 
property  and^      the  owner's  name.  At  the  top  are 


120    KEEPING  REAL  ESTATE  BECOSDS 


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COMnjETK  BECOBD 

SYSTEM 

m 

."VftkHt  AND  iifll»IIC«» 

-  OATt 

i»l|r«K,oiiffimfi«    \  *»«iiiri«r 

fio<  Adoms 

riNlSH 

.  TAXCS 

,'-rdtiiHN«!M:» 

, ....   ,   ..  ,ow  * 

-•     '■^jJf*  ■ 
T  A.  : 

Form  IV;  Card  used  forvegiateriiig  all  iiifi]ciiiati<m  coiica»iigdt]r  property  for  «i 

address  of  the  person  inquiring  and  for  remarks 

con- 

cerning  just  what  is  wanted;  at  the  top  are  figures  by 
which  the  number  of  rooms  desired  may  be  indicated 
(Forms  I  and  II) ,  In  the  case  of  the  card  for  inquiries 
to  bny  a  house,  a  flat,  or  a  vacant  lot,  the  choice  may 
be  indicated  by  extensions  at  the  top  margin  as  shown 
in  Form  III.  These  cards  should  be  filed  according 
to  the  name  of  the  buyer. 

When  a  customer  wants  to  make  an  exchange  of 
property  another  card  with  spaces  for  a  complete 
description  of  his  property  is  used  by  the  agent  (Form 
IV).  Such  cards  are  filed  according  to  streets  so  that 
they  can  easily  be  referred  to  in  case  another  caller 
dosires  property  in  the  locality  named. 

The  agent  also  has  records  for  use  in  case  a  customer 
has  a  flat  building  or  residence  or  other  property  for 
sale  (Forms  V  and  VI). 

Spaces  are  arranged  for  a  general  description  of  the 
property  and  for  the  owner's  name.  At  the  top  are 


m    UiBPIHO  MBMs  ESTATB  IBOOBBS 


ifimv  lor  Inclieatiiig  Ibe  mmhmt  of  rooms  or  munlior 
of  aiMirliiioittt  in  tbo  buildiiif .  Wheii  loiiieoiio  inqmirw 
about  mj  property  that  may  be  for  sale  the  agent  can 
quickly  glance  through  the  files  and  without  troubling 
to  read  the  whole  card  can  find  in  a  moment  the  record 
of  a  properly  of  the  deaired  liie. 

If  It  18  Taeant  proper^  to  be  disposed  of,  another 
group  of  records  (Form  YII)  is  referred  to.  The  price 
is  usually  one  of  the  important  considerations  and  this 
is  indicated  at  the  top  of  the  card  by  extensions  read- 
ing "2m,"  ''3m/'  and  so  on,  meaning  |2,000,  |3,OO0, 
and  higher.  As  in  the  ease  of  the  other  ''for  sale'' 
records,  these  are  filed  aeeording  to  streets. 

Houses,  stores  and  fiats  for  rent  are  handled  by  the 
same  system  (Forms  Vm  and  JX). 

Spaces  for  all  data  concerning  snch  property  are 
'pro¥ided  so  that  an  inouirer  may  seenre  the  informs- 


t''  \  -> 

^««TW«I»                         AND  fflOMT 

....  -  :::i:-.:^'-:tt:-i 

tCMffW 

W;  r  ■ii^'s  

COtfiTT  -iiv 

t 

rtffiii  VII*    Cird  mmI  in  it^tgrtMnt  a  piece  of  vMftnt  city  prnftfty 

wlilcli  ii  to  sold 


How  to  Keep  a  Record  of  Real  Estate 

Transactions 

Becognizing  that  much  of  future  business  is  built 
on  a  carefully  kept  record  of  past  transactions,  the  live 
real  estate  agent  knows  the  value  of  a  complete  and 
accurate  list  of  all  his  sales,  rentals  and  exchanges. 
One  of  the  best  methods  of  keeping  such  a  record  is 
the  card  system,  illustrated  by  the  accompanying 
forms. 

Figure  I— the  front  card— illustrates  the  method  of 
recording  any  smaU  property,  whether  rented  or  sold. 
The  face  of  the  card  conveys  all  necessary  informa- 
tlon.  When  it  is  reversed,  it  becomes  a  regular  collec- 
tion record,  as  shown  in  Figure  H— the  rear  card. 
These  cards  are  filed  alphabetically  according  to 
name  of  the  buyer  or  renter  of  city  property,  and 
alphabetically  under  the  name  of  the  suburban  towns 
for  all  outside  property.  No  time  is  lost  in  finding 
the  card  wanted'  and  entries  for  coUection  are  easily 
made.  If  delinquencies  occur  a  small  metal  tab  is 
attached  to  the  card,  which  is  not  removed  until  arrears 
are  paid. 

While  the  card  as  described  handles  all  small  prop- 
erties, it  is  necessary  that  in  handling  large  properties 

lis 


INTENTIONAL  SECOND  EXPOSURE 


122    KBSPINO  KEAL  ESTATE  BECOBDS 

figures  for  indicating  the  number  of  rooms  or  number 
of  apartments  in  the  building.  When  someone  inquires 
about  amy  pfoperty  that  may  be  for  sale  the  agent  can 
quieUy  glance  Hmragli  tlie  files  and  without  troubling 
to  read  the  whole  eard  ean  find  in  a  moment  the  reeord 
of  a  property  of  the  desired  size. 

if  it  is  vacant  property  to  be  disposed  of,  another 
group  of  records  (Form  VII)  is  referred  to.  The  price 
ie  usuaUy  one  of  the  important  considerations  and  this 
is  indicated  at  the  top  of  the  card  by  eactensions  read- 
ing "2m/'  "3m,"  and  so  on,  meaning  $2,000,  $3,000, 
and  higher.  As  in  the  case  of  the  other  "for  sale** 
records,  these  are  filed  according  to  streets. 

Souses,  stores  and  flats  for  rent  are  handled  by  the 
same  system  (Forms  Vlll  and  IX). 

Spaees  for  all  data  concerning  such  property  are 
provided  so  that  an  inquirer  may  secure  the  informa- 
tion he  desires  at  a  moment's  notice. 


V.  VACANT 


•*^«i{Bffia'!  **«f..,.'*«Si^ 

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sec. 

SURROUNDINGS                                                      THAHS^WtATlOU    '  ^ 

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Forni  VII:    Card  used  in  describing  a  piece  of  -vacant  city  property 

which  is  to  be  sold 


CHAPTER  XVIII 


How  to  Keep  a  Record  of  Real  Estate 

Transactions 

Recognizing  that  much  of  future  business  is  built 
on  a  carefully  kept  record  of  past  transactions,  the  live 
real  eatate  agent  knows  the  value  of  a  complete  and 
accurate  list  of  all  his  sales,  rentak  and  exchanges. 
One  of  the  best  methods  of  keeping  such  a  record  is 
the  card  system,  illustrated  by  the  accompanying 
forms. 

Figure  I— the  front  card— illustrates  the  method  of 
recording  any  small  property,  whether  rented  or  sold. 
The  face  of  the  card  convejnsi  all  necessary  informa- 
tion. When  it  is  reversed,  it  becomes  a  regular  collec- 
tion record,  as  shown  in  Figure  II— the  rear  card. 
These  cards  are  filed  alphabetically  according  to 
name  of  the  buyer  or  renter  of  city  property,  and 
alphabetically  under  the  name  of  the  suburban  towns 
for  all  outside  property.  No  time  is  lost  in  finding 
the  card  wanted  and  entries  for  collection  are  easily 
made.  If  delinquencies  occur  a  small  metal  tab  is 
attached  to  the  card,  whicli  is  not  removed  until  arrears 
are  paid. 

While  the  card  as  described  handles  all  small  prop- 
erties, it  is  necessary  that  in  handling  large  properiaei 

lis 


m  MMmma  mal  istatb  reoobds 


EECOED  OF  TEANSAOTIONS  125 


 -  -       *n^'-'T'-'"*h''^?ti'iii  J     r  •  •  •  ■  Y  I  ji  •  t  - .  i  r  i  •  '  j  r '  V  •  Vi' '  i-j"  1 '  li'*'  r-'-^  ■ 

i»c*TiON  or  iMtoHTArr  ^^i?^'  " 


«r  gVIU>lttO 

X 

-i — ■ 

-  *  c 

**  TC  0* 

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PAYABLC  IN  MONTHtY 
:Oft  JweCKtY  ll««t»Li'! 

or  iNTCRc^r 

J* 

<s<»u«eti*i»  til  «»»Mtts 

4 

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11. wn  ■.r^irmi.....!  ,i 

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'g^Sawg'"  '-• 

Foni  I:  Card  for  hmsbm  a  record  of  property  rented  or  sold 

a  more  complete  record  slionld  be  kept  to  make  more 
comprehensive  information  available. 

Figure  III  conveys  such  information  as  is  demanded 
to  keep  a  complete  record  of  a  flat  or  apartment  build- 
ing. When  a  real  estate  office  has  only  a  small  bud- 
ness  or  &  restricted  territory  these  cards  may  be  filed 
by  streets  only,  but  in  a  large  office  a  numerical  divi- 
sion is  of  importance  in  obtaining  the  needed  card 
without  loss  of  time.  As  these  cards  are  a  record  of 
the  property  another  card  should  be  used  as  a  recoM 
afainst  the  tenant.  This  card  could  become  a  regular 
ledger  record. 

Items  of  eaq>ense  are  entered  on  lie  reverse  side  of 
this  record  card,  as  shown  in  Figure  IV.  This  com- 
pletes a  permanent  yearly  record  against  the  property 
—a  record  that  later  becomes  most  valuable  to  the 
agent  who  handles  the  building  in  question. 


INTENTIONAL  SECOND  EXPOSURE 


124     KEEPING  REAL  ESTATE  BECOBDS 


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BECOED  OF  TRANSACTIONS 


125 


PROPERrr  RCNTCI»  Ofl  SOLCl  ON  INSTAtLMENTS 


MAMC 


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OMCmmpH  AND 

tocATiOH  or  pm9P€nrt 


tWNT  MM  MOKTH 


OUTE  or  LCA«C 


:|rafl|5iTv  or  lease 


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fWYABLC  IN  MONTHLY 
.;pA.WeeKLV  INSTALL- 
MCNT«  CXCLUSIVC 


MffKTHLV 


co>,LecTiO»t  m  cwAirftt 


F«m  I:  Cud  far  keeptaff  a  ceootd  ol  ptoptfty  rented  or  sdd  on  small  payments 

a  more  complete  record  should  be  kept  to  make  more 
comprehensive  information  available. 

Figure  in  conveys  such  information  as  is  demanded 
to  keep  a  complete  record  of  a  flat  or  apartment  build- 
ing. When  a  real  estate  office  has  only  a  small  busi- 
ness or  a  restricted  territory  these  cards  may  be  filed 
by  streets  only,  but  in  a  large  office  a  numerical  divi- 
sion is  of  importance  in  obtaining  the  needed  card 
without  loss  of  time.  As  these  cards  are  a  record  of 
the  property  another  card  should  be  used  as  a  record 
against  the  tenant.  This  card  could  become  a  regular 
ledger  record. 

Items  of  expense  are  entered  on  the  reverse  side  of 
this  record  card,  as  shown  in  Figure  IV.  This  com- 
pletes a  permanent  yearly  record  against  the  property 
—8  record  that  later  becomes  most  valuable  to  the 
agent  who  handles  the  building  in  question. 


126    KEEPING  BEAIi  BETATE  BEGOSDB 


RECORD  OF  TRANSACTIONS  12? 


While  these  are  forms  that  are  used  by  certain  large 
agencies  they  may  readily  be  applied  to  any  real  estate 
offiee  with  such  slight  changes  as  may  be  demanded  by 
local  conditions.  To  the  overworked  clerk  and  the 
agent  the  application  of  a  somewhat  mmilar  method 
does  away  with  that  ceaseless  hunt  for  information 
when  a  client  asks  for  information  regarding  his  prop- 
erty or  a  prospective  tenant  wants  direct  information 
from  the  office  before  inspecting  a  building.  With  a 
large  list  the  brightest  agent  sometimes  loses  that  per- 
sonal touch  with  his  properties  that  is  necessary  to 
answer  all  inquiries.  By  installing  a  system  of  cards 
all  information  comes  up  almost  automatically  and  the 
annoyance  eansed  by  a  prolonged  search  for  inf ormar 
tion  is  done  away  with,  the  cliwit  or  tenant  is  taken 
care  of  quickly  and  valuable  time  is  saved. 


PAID  ON    K     fAlb  ON      It  WO 


f»A)D  ON 
l»RINCIPAV 


PMo  ON   f        *om  , 


K 


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»;.i.--...^M».-g^..-.-.. 


Fom  U:  Back  oi  Form  I.  providing  collectiaii  record;  the  canl  s  filed  alphabetically 


126    KEBPIMO  SEAL  ESTATE  BBGOBDS 


f.-  V 

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BECOBD  OF  TRANSACTIONS  127 


While  these  are  forms  that  are  used  by  certain  large 
agencies  they  may  readily  be  applied  to  any  real  estate 
office  with  such  slight  changes  as  may  be  demanded  by 

local  conditions.  To  the  overworked  clerk  and  the 
agent  the  application  of  a  somewhat  similar  method 
does  away  with  that  ceaseless  hunt  for  information 
when  a  client  asks  for  information  regarding  his  prop- 
erty or  a  prospective  tenant  wants  direct  information 
from  the  office  before  inspecting  a  building.  With  a 
large  list  the  brightest  agent  sometimes  loses  that  per- 
sonal touch  with  his  properties  that  is  necessary  to 
answer  all  uiquiries.  By  installing  a  system  of  cards 
all  information  comes  up  almost  automatically  and  the 
annoyance  caused  by  a  prolonged  search  for  informar 
tion  is  done  away  with,  the  client  or  tenant  is  taken 
care  of  quickly  and  valuable  time  is  saved. 


YCAIt  l»0  YCAN  1*« 


PIktXy  ON 

> 

ON  1 

1NTCR 

ON     it  PH»'i 
E«!T   1  «M* 

|f»N^ 



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■  •_v. 

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1 

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^.-5 

LV.'.-.i*  .V.-; 

Fona  II:  Back  of  Form  I.  providing  coUection  record;  the  cud  s  filed  alphabeticaUy 


128    KEBPIN0  EBAIi  ESTATE  RECOEDS 


A  sliidy  of  the  aeeompanying  illuslratioiiB  ihowB  how 
Ofttdly  detailed  accounts  of  rentals,  sales  and  exchanfii 
may  be  kept.  The  forms  here  shown  may  be  modified 
to  suit  the  variouA  needs  of  the  real  estate  dealer,  al- 
though for  average  purpoBes  they  may  be  med  as  they 
appear  here.  The  reeordt  of  trantaetioiis  may  he  elaasi- 
ied  as  desired,  and  the  Tarlons  kinds  may  be  filed  to 
suit  the  convenience  of  the  dealer.  And  the  fact  that 
these  card  records  may  be  filed  for  reference  after 
tranaaetion  la  completed  is  often  a  substantial  aid  in 
separating  the  aeeonnts. 

Any  of  these  eaids  nay  he  rery  eonveniently  used 
to  serve  the  purposes  of  a  follow-up,  either  in  selling, 
renting  or  collecting,  by  having  the  numbers  1  to  31 
corresponding  to  the  days  of  the  month  printed  in  a 
row  across  tiie  top  edge.  A  metal  dip  placed  over 
any  of  these  numbers  immediately  calls  attention  to 
any  of  the  cards  which  it  is  desired  to  follow  np  on 
any  particular  date,  and  this  same  metal  clip  is  then 
readily  moved  forward  to  serve  the  same  purpose  on 
the  next  succeeding  date  on  which  it  is  planned  to 
continue  the  follow-up. 


Self-Confidence 

SELF-CONFIDENCE  is  the  general 
manager,  the  pusher,  the  director 
of  the  master  mind.  It  decides  that  the 
thiiig  eanbedone — and  spurs, drives, in- 

r*  res  the  man  to  do  it.  Itis  tihe  breeder 
courage;  the  foundation  of  resolve; 
the  stimulator  of  energy  and  genius. 


Uttte  Due             -  { 

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